SF 

%% in one 





^H-CtaiL Shbppard 





Class _^FjrL§Ll 
Book 






Copyright}]" '. ^=\ a- Q 



CQEmiGHT OEPOSm 



$4,223.00 Profit 

In One Year On 
A Town Lot 



By 
H. Cecil Sheppard 



llllinilllllllllllllllllllllinillllllllllMUMtllMMMIIIM 

FOURTH EDITION 

iiiiiiiiiiiMiiiiiMiiiiMiiMiriMiiiiiiMjiirjiiiiiiiiiiJiiniurniii 



Published by 

H. CECIL SHEPPARD 

Berea, Ohio 

1920 



Copyriirht 

i;»2o 

By 
H. Cecil Sheppard 



FEB ^bvm 



ve>n!.A6o4654 






r 



PREFACE 



I have set down for publicaton in this book, the disas' 
trous and profitable experiences covering the six years from 
the time I first interested myself in chickens, until in the sixth 
year I took a net profit of $4,223.00 from my small poultry 
plant on a town lot. That year my books showed sales of 
$9,515.00, with expenses for advertising, feed bills, wages, and 
so on, amounting lo $5,292.00. The benefit of my experience 
up to the time of revising the third edition, has also been 
incorporated. 

I would have gladly paid $100.00 during the first years 
of my experience, could such information have come to me. 
It has been no small task to write and revise this book, but 
I feel that it will lie worth while. 

Fraternally yours. 



^V^, 





JL'ST 
can 


as no 


two 


eggs 


are 


quite 


alike so 


no 


two 


people 


succeed 


in 


111 


ite 


the 


same 


manner — 


)Ut 


the 


"other 


fellow's 


experience 


c 


)StS 


less 


and 


saves time 


( w 


len 


we are 


wise enough in 


admit 


it!) 


so 


why- 


not save d 


ollars 1)\ 


using 


it? Jn 


your se 


lling 




ook 


for 


idea 


s as fresh 


as 


■■jus 


t laid" 


eggs. 























CONTENTS 



CIIAPTKR I— A LITTLE PERSONAL HISTORY H 

Back to the country — The Town Lot — Giving up my road business — di)% 
perspiration. 

CIIAPTKR II— THREE --P'S- IX THE POULTRY FOD~Plcasiin\ Pep, Profit.. 15 
The pleasure in poultry — Getting birds with pep — Making a profit — The 
backyard laboratory — Deciding on the best breed — Starting on a small scale 
— Hens or horses? — Ending the second year — $1 !)](), on at end of fourth 
year^Making the $4,223.00. 

CHAPTER III— INCUB.XTOKS AND PROODERS o^ 

Preliminary testing of incubator — Looking after the eggs — The brcioder 
and its care — Preparing it for baby chicks — Getting ready to receive day- 
old chicks. 

CHAPTER I\'— PAP.Y CHICKS- SOME DO'S AND DONT'S 27 

How Mother Nature planned them — Don't over-feed — What to feed — 
Brooders and colony houses — Making baby chicks work — Chick physiology 
— How often to feed — Green food — Sprouted oats — Winter quarters — 
Automatic feeders — Piano box colony house. 

CHAPTER \'— GETTING Till' EGG.S f!.5 

Importance of male biril — When superb vitality counts — Diagrannnatic com- 
parison — Specifications of an ideal male — Feeding for egg production — 
Housing for egg production — Some egg facts. 

CILXPTKR YI— POULTRY HOUSE 42 

Building for egg production — For warmth — Speciticatioiis for tconumical 
houses — Water tight, well ventilated, well lighted. 

CHAPTER VII— MAKING SHI PM ICNTS 46 

January inquiries — Boxing and shijiping eggs — Shipping baby chicks — 
Shipping stock. 

CHAPTER \III— FOUR SALES ESSENTIALS 40 

Make them look — Make them like — Make them learn — Landing them — 
How to do it — A dozen and one sales p<:iinters. 

CHAPTER IX— ADYERTISING TO SLTCCESS o.S 

Visiting the shows — Building good records — Jacob's follow up — Advertis- 
ing pays — An unpleasant experience — The first orders — Increasing my 
advertising — Getting business by letter — What about stationery? — A mat- 
ing list or catalog — Service principle in advertising — Appeal to the 
beginner. 

CHAPTER X— WHAT TO DO I':A(TI MOXTH OF THE YEAR 02 

CHAPTER XI— OPIMTR'I'UNITY IN POL'LTRV CO 

The chicken industry — The auspicious time — Possibilities in poultry — 
Pepful poultry for pale people. 

CHAPTER XIT— CL'TTING •['HE COST OF LIN'IXG WITH CHICKEXS 69 

Every backyard a poultry park — Profit in table scraps — The economical 
cold pack method — There are chickens — and chickens — Chickens as chil- 
dren's pets — The time is "Now"! 




CHAPTER I 

A Little Personal History 

SCPIH ).SI'". it would he a good i)lan lo cominencc at 
llie licginning ! So I am going to tell you ni\' 
actual experience in the poultry business, step 1)\' 
ste]), from tlie lu'st \'ear when my tntal sales were 
$1()0.00 to the gross income of $9,515.00 llic sixth 
year — all on ;i town lot. 

Back to the Country 



Cle\elan(l was my home iDi" a numljer of \ears. While there m\ 
health was not the very hest. It looked to me pretty much a^ though 
it were a choice between getting farther away fmm the ner\e-racking 
push and bustle of the city, and spending more time in the great out of 
doors, or of prematurely joining the ranks of the countless slumbering 
army. Naturally, I resolved to go "back to the country" and soon selected 
a location. 

Mrs. Shepparrl .-md myself looked o\er a number of [daces on the 
southern shore of Lake Lrie. We decided to settle in Berea where 
conditions were ideal, good schools and colleges to educate the children, 
and all modern conveniences. It is located on three trunk lines of railroads 
and a corking good electric line, so that shipping facilities are excellent. 



The Town Lot 

Well, I leased property lor ;i couple of years, but at the end of 
six months we were so deeply in love with the location that the property 
became a Sheppard possession. We moved to Berea the latter part of 
March, 1906. It was a revelation to me. There we were, living on a 
nice town lot. the air inn-e and sweet, and as Spring pressed on and as 
Nature budded forth in all her 1)eauty, the grass grew green and the 
air became redolent with perfume from a wilderness of fragrant blos- 
soms. The songbirds returned and added greatly to the surroundings 
with their cheerful and sweet songs. As the weather became warm we 
(my wife and children) commenced fixing up our lawn and preparing the 
soil for a garden. After the ground was nicely cultixated, we com- 
menced to set out trees, ];erry bushes, grapevines, sow the garden seed, 
and set out the plants. By the lirst of June everything seemed to fairly 



12 $4Ji3.()() I'ROl'ir IX OXE YEAR 

jump out of the ground to meet tlie warm rays of the Summer sun. 
Alidsunime-r fouinl us enjoying luxuries of our bountiful harvest of fresh 
vegetables from our own garden. It was quite a cou'trast to what a city 
man had been accustomed. It was not oidy a crop of good vegetables, 
but a crop of gladness and joy as well. Our city friends envied our 
good fortune. IMy wife could prepare an excellent meal from the 
garden, with a few nice springers added to the bill of fare. A little 
later our llowers blossomed forth in all the colors of the rainbow. The 
next season we enjoyed a generous crop of red raspberries and straw- 
berries. Two years later our plum trees began to bear. The next year 
the peach trees bloomed out in their superb style and joined the plum 
trees in giving us a nice lot of delicious fruit. The next year the 
cherry trees began to bear. 

Giving Up My Road Business 

The five years' experience directly preceding the year in which I 
made a net income of $4,223.00 from chickens on a lown lot, caused me 
to sever my connections with the concern fur whom I was traveling, 
and go into the chicken business in earnest and not as a "side line," 
which it had been up to that time. It took me a great many months to 
make up my mind regarding this change, because I have many warm 
friends among the people I visit and it almost seemed as though — so 
iirm had become our friendship — ^that everywhere I set my foot was 
"home, sweet home." And of course after so long a term — traveling 
the same territory for twenty years for the one house — I had a mighty 
good business and enjoyed a fairly satisfactory salary, as salaries were 
in those days, and I had the friendship and confidence of several of 
the largest merchants in my line. 

When I resigned my position on the road, I was not only "passing 
up" the rewards of twenty years' hard work but was also losing the 
social visits to all my old acquaintances on the road, and what was 
worse still, was the severing of my pleasant business relations with my 
company. In the long years I was with them there wasn't anything that 
ever came up to disturb our pleasant relations. They were very good 
to me and I appreciated it. In fact, all the employees were treated with 
consideration, and it seemed like one big, happy family. It surely did 
seem like leaving home to sever my ties with this firm. My chickens 
were demanding more of my time, and I was really forced to give up 
my road position or my chickens. I chose the former and sent my 



ON A TOWN LOT 



U 




.Members of American Poultry AssoeiiitL'ii ii.sitniL; .■^lu-pi^iiia s i-anii. .-Irn 
Sewell of R. J. P. fame took the party tntaicares itntli Ins ia})icra zvliilc they wei 
hazing refreshments under the shade of the big oak. 



resignation to my house, to take effect four months later. When I laid 
aside my grip I wasn't sure that I could resist the temptation of mak- 
ing a trip. At first it seemed very unnatural, but as time pressed on, 
I became so taken up with my chickens that I gradually became weaned 
from my former work. Of course, I missed my old friends on the 
road who were so generous to me. If perchance any of them read 
this book, I want to say that I haven't forgotten them and shall always 
have pleasant memories of them. Across the broad miles I extend the 
glad hand for a hearty shake. 

On the cover of this book I use a figure which, to some of you, 
may seem impossibly large — $4223.00 is a sum of money not to be 
sneezed at. Fourteen years ago this would have seemed like a tremen- 
dous sum to me. But in 1912 it became a reality. What I did, thou- 
sands of others have since done — many of them much better than this. 
AVhat I did, you can do. These figures are not too big for you to reach. 
There is no logical reason why — if you make up your mind you will 
reach them — you can't do so. You are a man or woman of ordinary 
intelligence, else you wouldn't be reading this book, and I here firmly 
state that any one person with average intellect, can succeed in the 
chicken business if the ideas set down in the following chapters of this 
book are followed. 



14 $4223.00 PROrrr IN ONE YEAR 

90 Per Cent Perspiration 

1 ctTtaiiily am not a wizard. 1 bclit-vc that genius is 90% perspir; 
tioii and \0'/o in.spiratiun. 'Idierc is nothing magical ahout my siu 
cess or method. I started willi a very limited knowledge of the poultr 
business and a still more limited capital. Common sense was jirohahl 
my greatest stock in trade. 

I am going \.o tell you as simply and i)Iainly a^ the nose on 
man's face, how 1 have managed my chickens and of course you ca 
do what appears practical to you. I don't expect you to agree with m 
on every detail, hut on tlie principal questions, my methods are thoroughl 
practical. There is no theory in this book. It is all the result of pract 
cal experience. I am not attempting to give advice — but simply statin 
what I have done and how I have done it. 






ON A TOIVN LOT 



15 



CHAPTER II 

THREE "P'S" IN THE POULTRY POD 

Pleasure, Pep, Profit 

The Pleasure in Poultry 

'HERE is nothing new about this thought, but jnless 
people have a natural liking for poultry so that they 
can get real pleasure out of the work — because there 
is a lot of hard work about it! — they had better not 
start the business even on a small scale. There in- 
variably is. of course, a certain pleasure following 
the accomplishment of profitable work — but this kind 
of pleasure follows after the profit and does not go 
right along with the work required to earn the profit. 
Although I now sometimes have as many as five thousand birds at one time 
on my farm, I never grow tired of these beautiful, active creatures — they 
have a fascination for me. They should for you, — and I believe they 
will — if you are to secure a genuine pleasure, taking your loss along with 
the profit, getting your bumps — not such stiflf jolts as I received, I trust 
— and then profiting by the experience which I set down in this book, 
as well as your own experience. 



^^^ 


T 


M 


X 


m 



The Backyard Laboratory 

The very best laboratory is one's own poultry yard. You can take 
the same methods I have used and am using and put them into practical 
experience in your own "laboratory" every day in the year, and by avoiding 
many of the pitfalls and eliminating many of the stumbling block3, 
your pleasure with poultry will be that much more increased. 

Making a Profit — Getting Birds With Pep 

In order to make profit from poultry it is very necessary that you 
secure birds with abundant vitality — plenty of pep! A writer on poultry 
once said that the surest way to secure vitality, vigor and constitution 
is by the "survival of the fittest"— in other words a process of elimina- 
tion by means of the ax! Well, to a certain extent I found that true. As 
I went more into the commercial end of the poultry business, I saw 
the imperative necessity of having two attributes in my birds. First, 



16 



$4223.00 PROl'IT IN ONE YEAR 




vitality — or pep — wliatcver ynu want to call it. Second, the lialiil of 
systematic layiiiLi. 

Deciding on the Best Breed 

You can secure tlu'se two athniralile (|ualities either hy a \ery care- 
ful selection of tiie right brectl, or hy a process of elimination lui your 
own plant. Although it costs more to begin with, to purcliase the right 
breed, T am convinced tliat considi'rable time is savcv.. ^ on secure a 
flying start at once. 

You may di'cide lo start with si'\eral breeils, as I did. I kept four 
the llrst year, and at the end of the lirst year I found I had three 
breeds too many, and decided t^ kee]) just one. It did not take mc long 
to decide on the lireed in keep. The lirst year 1 found it very prolitalile 
to be getting a good yield of eggs during the cold winter months, when 
eggs were liigh and when my neighbors were not getting any. In cutting 
down tile number of breeds 1 kept the breed that produced eggs abundantly 
during the winter months. This is one of the secrets of the Inisiness — to 
get a lireed that will produce eggs practicall\- all the year rom.id, and 
cspeciall}' when the price of eggs is high. \o\\ will tuid there is a tre- 
mendous demand for chickens of this kind, and if you ha\ e them your 
neighbor wants them and is willing to piay you a good price for a setting 
of eggs or tor a pen of birds. 



ON A. TOWN LOT 17 

Starting on a Small Scale 

I have told you the importance of selecting the proper breed. Now 
you ask whether one ought to start on a small or on a large scale. The 
commercial agencies will tell you that 90 per cent of the business houses 
fail some time during their lifetime. Probably the principal reason for 
this is because they start on too large a scale. It is like a boy learning 
to swim. If he jumps in deep water lie drowns, but if lie stays in shallow 
water until he learns, he then can go into deep water with safety. 

On the other hand, I started my chickens on a small scale, and from 
the very beginning they were paying for their keep and a little more. 
I found it better to have the chickens working for me than for me 
to be working for them. I would suggest that you start in a small way 
and buy a good stock to start with. You will find that it pays. There is 
always a good demand for good stock, while the demand for poor stock is 
limited. It is a common error to invest in expensive chicken houses and 
buy cheap stock. Whatever breed you liuy, go to some reputable breeder 
and secure good stock. Remember that it is quality of stock that pays the 
large dividends, and not the expensive poultry houses. You can raise good 
birds from good stock in a cheap building, but you cannot raise good 
birds from poor stock, no matter how good your buildings. If you have 
twenty-five, fifty or one hundred dollars to invest, buy a pen of five birds 
in place of a dozen. 

I made the usual mistake beginners make by buying ordinary stock 
to start with. I went to a certain breeder and bought from his utility 
flock, and from other breeders the same quality. At the end of tlie 
first year I found I had made a serious mistake, as I had lost a year's 
time and had nothing but utilit\- birds — something that intelligent chicken 
people don't want if they desire to build up a flock of high grade exhibition 
birds. It taught me a lesson, however, and I resolved to get the very best 
birds money could buy. At the end of the first year I had discarded my 
other breeds and had secured the best stock that money could buy of my 
favorite breed. At the end of the second year I had a flock of strictly 
high-grade birds, and found I was on the right road to success. 

While this book is written mainly for the information and inspiration 
of the family with but limited space for their poultry plant, it has a 
direct application to the flock kept by the farmer's wife, and the far- 
mer's children as well. 



18 $4223.00 I' KOI- IT IN ONE YEAR 

Hens or Horses? 

Mrs. George L. Russi'll, of Chillidwrc, Missouri, said something 
of intense interest in the "I'Vuit-drnwer" a cmiple years ago. She com- 
pared hens with horses and started L>ut hy asking a few (juestions. 

"What if the wliole dock should he stolen? What if a storm comes 
and kills every hen on the place? What if they all get sick and die? 
\'()U v\-ill admit none of these things are likely to take off the whole 
thick. But granted the}- do, wh_\', then we have not lost any more capital 
invested than we have when one mare lies dnwn and dies. And should 
these calamities hefall a flock of chickens, with a comparatively few dol- 
lars one can start over and in one spring raise enough pullets to fill the 
laying house. 

"It is much easier to raise a few dollars to buy a flock of hens to 
start over than it is to raise enough money to buy one good brood mare. 

"If we were in the conmiercial egg farming business, this would be 
a story of larger profits, Imt as we are only farmers, the chickens are 
considered just one of the many farm crops, the same as hogs, cattle, 
oats, wheat and corn. 

"As is the case on the majority of the farms, the farm woman cares 
for the chickens. It is a real pleasure to me to do this. In fact, I 
caimot tind the time to spend with them that I would like to, as there 
are many other duties, besides being a mother, to attend to on the farm. 

"The work with my chickens commenced with a worn-out hen house, 
surrounded hy a tlense plum thicket, where there was small chance of the 
sunlight ever appearing. You have all seen such houses with a row of 
nests and a path in front, the roosts occupying almost the whole interior, 
leaving no place for tlie hens to scratch and exercise. 

"Even with this poor equipment, the hens paid $112.00 the first year. 
This astonishing fact was hardly believed by my husband, but the figures 
were there to prove it, and he at once became interested in the chickens, 
building them a new house that fall." 

• My chickens gave me jileasurc as well as increased my bank account. 
I mated up my first pens about beliruary 1. My chickens had been lay- 
ing all fall and winter, so the eggs were in splendid condition to in- 
cubate early. I set my incubator about February 15 and had my first 
chicks hatched from eggs from my own breeding pens, early in March. 
I commenced shipping hatching eggs the latter part of February. At the 
end of my first fiscal year, which ended August 1, ISO/, I found I had sold 



ON A TOWN LOT 19 

hatching eggs to the amount of $71.00. I sold a few cockerals to 
the meat market and two for breeders. Adding these amounts to what 
I got for eggs which I sold to the market, I found that my first year's 
revenue was about $160.00, besides having a fine lot of little chicks and 
a breeding pen from the previous season. I had thirty-one hens and 
was surprised to learn they had earned a little over $5.00 each. 

Ending the Second Year 

At the end of the second year, I had more breeding pens than ever, 
and many more chicks. I found that my sales had reached a grand total 
of $S42.?6. I naturally began to think the chicken business was all right. 
Before leaving Cleveland I had heard of several men who had failed. I 
could see that their failure was due to mismanagement or by wanting 
to get rich too quickly and starting in too heavily. I could see that it 
was no fault of the chickens. They were proving that if they were given 
a chance they would pay handsome dividends on the investment and for 
the time spent with them. 

I started my third year with more encouragement, and, as I found 
the poultry journals were doing me a splendid service, I ag.ain increased 
my advertising. I had raised a larger flock and had no trouble in dis- 
posing of it again. I mated more breeding pens and still found that my 
supply of hatching eggs was not equal to the increasing demand. At 
the end of the third year my sales figured $890.51 for the year. In addi- 
tion to this I had on hand a still larger tlock of chicks antl breeding pens. 

$1,910.10 at End of Fourth Year 

At the beginning oi the fourth year I could see a grand future dawn- 
ing for this remarkable breed, so again resolved to increase my capacity. 
At the end of the fourth year I found my sales for the year to be 
$1,910.10. The demand Iiad steadily increased the fourth year, so 1 made 
still greater preparations for increased Imsiness for the fiftli year. 1 
wasn't disappointed in my expectations, as you will readilv see when I 
tell you that the sales for my fifth year amounted to $4,094.(X). 

My business kept right on growing and at 'the end of the si.\th year, 
I found that I had more than doubled the fifth year — my book showed 
that the sales amouuted to $9,515.00. 



20 ' $4223.00 PROFIT IN ONE YEAR 

Making the $4,223.00 

1 kepi alidut niiK-ty iL-male? fur m\- lircetliiig ])ens. and about ten 
males, sellin.n ott' my eulls fur ta'iile use. i farmed out a lot of utility 
stock to farmers. Wy doino- this I was enaliled to sujjplv a heavy demand 
for ulility e.ngs that came fnmi the l)ird^ tluit had plenty i_>f range and eggs 
strong in feriility thai produced \igorous stock. 1 sold many eggs from 
$2.50 to $30.00 per setting, and raised alicut live lumdred youngsters. I 
followed the ideas descrilied in tiiis hook. .\t the end of the year I 
found 1 had -idd $'^^.515.00 worth of stock and eggs. ?\iy expenses, in- 
cluding adxerlising. feed hills, hoy's wages, etc., amounled to $5.2^2.00, 
leaving a balance of $4,223.00. 

These figures do not incUule the eggs and >pringers used on my table. 
The eggs and stock sold to the market would run aliout live hundred dol- 
lars. The balance of $9,015.00 was from sales of hatching eggs, baby 
chicks and standard bred stock. 









«-^^ ^- -:*' 



O.Y .-/ V()//'.Y LOT 



21 




CHAPTER III 

Incubators and Brooders 

• ».\ll'; line oiice askod mv this question: "J^ ;i hen's 
hirthday when t'lie egt^- is hiid or when it is hatclied?"" 
I cannot answer! Nor have I heen ahle lo find a 
sdlutinn 10 the followint;- qnestions: 
Whether first the e.yg, or tiie hen?" 
I eh me, I pray, ye learned men. 
I he hen was first, or whence the eg.n ? 
t-iive ns no more of your dmihts, I he.i;. 
The egg was first, or whence the lien?" 
Tell me Iiow it came or when. 



L!iit I dii know t'liat "In (lie heginning is the egi 
So. uilli yonr permission, 1 will here discnss m\ 
cnhators and hrcjoders. 



■\l>erieiice u Uli ni- 



As soon as we got nicely settled in our Berea home, we decided that 
ihe next tiling was some chickens. So, off went my order for an incnhator. 
Jnst a short time hefore this. 1 liad visited a small poultry farm and was 
delighted hy the lieanty of fhe liirds, and pleased with their utility as 
sliown hy the fact that they were working their heads off laying eggs in 
January. .Some of them were l>usy in their nests. Others were trying to 
crowd them off. Others were cackling after laying. There seemed to be- 
a .general atmosphere of hustle and hustle in the hen houses. It certainly 
seemed unusual to ol)ser\e so much industry in hen houses during mid- 
winter — and this condition made a great impression on me. 

I placed my onler for eggs from these fowls, because the first thing 
I was after was a breed that would produce winter as well as summer 
eggs — not occasionally, Imt frerpienlly and systematically. The eggs ar- 
rived in the spring, a few da\s later than the incubator. 



Preliminary Testing of Incubator 

The incubator was placed in the basement, and after regulating the 
machine so that the thermometer registered 102?^ degrees, I tested out 
the machine for two or three days to be sure that I had it well regulated 
before the eggs were put in. I didn't want to take the chance of a 
short hatch. A great deal had been said to me about the expense of 



22 



$4223.00 PROFIT IN ONE YEAR 



s"« ^ 





T\fc of hi-ooder used -,hcn I commenced. I'licsc brooders prove very salisfai 
torv. ' Hci-re been replaeed by a Modern Brooder System, zdiieh is illustrated a fez 
fages on. 



"experimentation," and I wanted to avoid tliis so far as possible. The sug- 
gestions and instructions made liy tiie manufacturer of the incubator were 
followed as carefully as possible, coupled with a few common sense ideas 
I had myself. And then I was all ready to put in the ei;,us ! 

The lamp was tilled with tlie best oil [irocurable — not too — full, in 
order to allow for the expansion of the oil, rnid then I "lit up" the in- 
cubator, b'irst with a moderate llame until after the heater was warmed 
through, because a new wick will cause tlie llame to cree]) up, and if the 
wick is turned too high at first, the lamp is likely to smoke and accumulate 
soot on the burner. It will then burn with a large flame until the burner 
is overheated and a puff of gas lilows it out. In case the burner 
becomes overheated so nuich as to ])lacken the metal, it should be scoured 
bright or replaced with a new one — and the heater drum sliould be 
cleaned out thoroughly. The chinuiey of heater wants to tit closely to the 
burner. 

Looking After the Eggs 

Before i)lacing them in the machine, I allowed the eggs to settle for 
twenty-four hours and then put these precious eggs in with eggs from 



ON A TOWN LOT 23 

other different varieties. I liad decided to try out several different breeds 
before deciding upon any one. None of the eggs were left standing on 
end — all were lying flat in the inculiator. Since that time I was away 
on the road a considerable part of the time, I drafted the services of my 
faithful servant to run the incubator during my absence. 

Like all beginners, we were very much interested in the development 
from day to day, and 1 received frequent "bulletins," reaching me at 
various stops on my route. 

Well, at the end of the third day of this tirst hatch, the eggs received 
their first turning and the next morning were turned again and cooled for 
about ten minutes. The tendency was for the temperature to rise the 
third week, when the chick had conmienced to throw off animal heat. By 
slight adjustment of the regulator, we had no trouble in keeping the de- 
sired temperature. It is very important to maintain as nearly uniform 
temperature as possible. Every day the lamp was filled and the wick 
trimmed. Eggs must never lie piled on top of one another, but alwavs laid 
flat in the incubator. 

Much better results will be secured by operating the machine in the 
basement, because it is easier to maintain the necessary uniform temper- 
ature. If the basement or cellar is too dry, then place a pan of water 
under your machine to furnisb sufficient moisture. 

I have said something about cooling eggs. This is done by allowing 
the eggs to remain out of the machine until they are cooled. If the 
weather is severe and the room is cool, it will not take them long to 
reach the desired coolness. A good way to tell when they are sufficiently 
cooled off, is to place the eggs to the lid of your eye, and if they feel 
neither warm nor cold, they are at the proper temperature to return to 
the machine. This "eye lid" test is a good one! 

This scheme was followed until the nineteenth tlay when the eggs 
began to pip. Wben we saw the first egg pip we closed the door and did 
not open it again until we saw the hatch was well over. The first week 
we ran the machine at a temperature of 102''2 degrees, and the second 
week 103 degrees. At the end of the third week tlie temiierature went up 
to 104 degrees or a little more, but under no condition did we allow it to 
go above 105 degrees. 

What causes the hatch to go over the twenty-first day? The machine 
has been run a little too cold or the eggs have been cooled a little too 
long. If the hatch comes oft' before the twenty-first day, it is because the 
lamp has been run with a blaze a little too high. At the end of the 



24 



$4223.00 PROFIT IN ONE YEAR 




hitcnor oj a aci;i.'» I'f <iiu- ,'/ ;., , . ■■ . , liuscs. This one bniUliiig lias a 

LiilHicity of Iv.uuu chicks a season. 



nineteenth day the e,ii.L;s liej^an to jiip. so we realizeil tliat \vc iiad run the 
machine ju-'t aliimt ri.uhi. At the end id' thi- twentieth (hiy the cliicks 
liad he.Liun In a|i|ii-ar. At the end of the twenty-tlrst day the hatch was 
completed and all ol n-^ were jirond a^ peacocks and happy as newlyweds 
with the rcsnlts. We liad liatchcd ci.nhly-ninc li\cly little lialiies, and you 
may he sure it was dilficult l(.i conjure up a more fascinatiuL; ])icture ! 

\'<y this lime ni\ lirooder had arri\cd and it was made read\- to receive 
tlie little fiilk. I planned to he home nn Saturday and Sunday, and fmnid 
a yreat deal tii satisfaction in .tiuidiuL; the destinies of the^e little folk, 
keeping" their lirooder sweet .and clean, and in raisin.u,' them in the "nurture 
and admonition" of the jilans that seemed most practical to me. We raised 
all hut two of them. One died a natural deat'li and the other was killed hy 
accident. 

After the first hatch was taken off, I reset the machine and hatched 
ninety chicks. Tt w.as then early in July. 'I'he weather had then hecome 
very warm, and they died off rajiidly hecause I hadn't provided sufficient 



ON A. TOWN LOT 25 

shade to protect them from the 'hot July sun. I have since proved that 
midsummer chicks can be easily raised l)y furni>liing them plenty of shade, 
fresh water, and keeping them in small flocks. Wc know this can be done 
even in the hot Southland because we have had experience in raising lots 
of mid-summer chicks on my Southern Branch Farm. Little chicks are 
very delicate birds. Too much chill or too much heat soon finishes them. 
but after they get real muscK- in their little bodies and begin to harden 
up, they are much more thrifty and not so likely to l)e pounced upon by 
disease. 

The Brooder and Its Care 

We commenced to prepare tl:e ])rooder for the chickens as soon as 
the eggs began to pip. Alost all of the standard make brooders come in 
"knock-down" form or in sections, with directions for putting them to- 
gether. It only took an hour or two to assemble our brooder ;ind get it 
ready for business. We were then ready to light the lamp and heat up 
the brooder, ready to receive its rioting, fluffy mob of livclv infants. 

Let me again em|)hasize the importance of using good oil in the 
brooder as well as the incubator. We trimmed the wick daily, as recom- 
mended by the manufacturer of the brooder, and started with a small 
flame. As the brooder got warm, the wick was turned up a little hig;her. 
By following this plan when the brooder is first started, there will be 
no chance to have any of the trouI)le I mentioned in connection with the 
incubator. Being human, I had a little trouble. This made me more care- 
ful because the job of cleaning the soot from the drum and pipe is not 
an agreeable one and it can be avoided with a little care, ''"lie drum and 
pipe must be kept clean. 

Preparing It for Baby Chicks 

W'hile being heated, the brooder was placed level on le\el ground, 
and then lianked up around tlie edge with earth to keep the wind from 
lilowing under the bottom. I placed it facing the east so that the chicks 
could get the warm rays of the early morning sun. T next hung on the 
wall of the brooder, a liopper containing fine grit, charcoal and beef 
scrap. Then put about one-half inch of coarse lake sand on the brooder 
floor. The next day I had the temperature registering 95 degrees, which 
is about the right temperature for the brooder to receive the chicks. I ran 
it for a couple of days before the chicks were ready to occupy it, so I would 
be sure we had the "hang" of the proposition all right and would be able 



26 $4223.00 PROblT IN ONE YEAR 

tn keep up a uniform temporaturf, which, of course, must he reiiulated to 
a certain extent, with the warmth and hrii,ditness of tiie sun. When the 
sun is shining' lirigiitly, the wick can he turned down. P>e sure to run a 
new hrDoder for a few days hefore i)Utting chicks into it, in order to .tjet 
it well re.uulated. , 'i'his will sa\e you the ilisapiiointment and expense of 
losini;' many hahy chicks. 

The first hatch came off largely on the twenty-t'irst day, and as the 
weather was cold, I left them in the incubator another day to get thor- 
oughly dried out. Later in the season, when the weatlier was warmer, 
they were remo\'ed to the brooder as mkiu as the hatch was well tiver, as 
the conlinement seemed too close for little chicks when the weather was 
hot. Tliey need fresh, dry and warm air — not too much moisture, no 
chill, no excessively hot weather. 

Getting Ready to Receive Day-old Chicks 

Millions of day-idd cliicks are now purchased from poultry specialists 
who reside at a distance from the purchasers. 1 would like to suggest 
certain i)reparatiiins that ought to be made for the reception of these day- 
old chicks. On arrival the box in which they have been packed should 
be carefully opened in a room before ;i lire, if the weatlier is at all cold. 
It is absolutely necessary that the birds be keiit warm and dry. If these 
babies are to be raised under a broody ben, the chickens should be kept 
warmly indoors until evening and then, after she has settled down, (|uietlv 
introduce them to their new "mother." We suggest that a second liroody 
hen should be kept in reserve in case the first one objects to raising an 
alien lirood. I am taking it for granted thai the hens have been carefully 
dusted with insect powder and are free from insects. 

If it is decided to bring up the cliicks in an artificial brooder, this 
can be cleaned and warmed to receive the liaby chicks, just as I have dis- 
cussed the matter in preceding paragraphs, .\bout ''() degrees is a suitalile 
heat for the sleeping chamber. See that there is plenty of good oil in the 
lamp and that the wick is burning clean and bright. Test the brooder 
thor(_)Ughly before the arri\al of the baby chicks. There is absolutely no 
difficulty about working a brooder. It is very sim]ile but the maker's in- 
structions should be followed. On a warm spring day, when the sun is 
brightly shining, very little artificial heat will be re(piired, but of course 
you have got to make sure that all is cozy and comfortalile for the night, 
wliich may be cliilly and damii. 



ON .-1 TOWN LOT 



27 




•^ifr^ 







-.->-*.t>< 




CHAPTER IV 

BABY CHICKS— SOME DO'S AND DON'T'S 
How Mother Nature Planned Them 

(J! llliR XA rU 1\1'- lias made very wonderful provi- 
siun for tlie nurture of newly hatched baby chicks. 
1 bey re(|uire ni> food for tlie first two days except 
tbe water with the chill taken off, when they are put 
into tbe brooder. Mdtlier Nature lias taken care of 
their wants by permitting the absorption of the yolk 
of the egg in their bodies. This is just wh\' it is not 
only possible but easy to send day-old chicks by rail, 
or road, or steam, for long distances. I have shipped 
day-old chicks safely, more than two thousand miles but, usually a forty- 
eight hour journey is ample for the young explorers. In order to break 
these long distance shipments of baby chicks and give the greatest satis- 
faction, I have established a branch farm in the far South, and at this 
writing am negotiating for one in the extreme West. 

Don't Over-feed 

I was amused to have a young man write to me that he had a good 
hatch but had lost a little chick. On examination he had found that it 
had swallowed the yolk of an egg, which had killed it. If the chicks are 
fed too soon, the yolk of an egg does not become absorbed in time, and 
the natural result is just what it would lie if a small child stuffed and 
gormandized with more food than he could take care of in his digestive 
tract — they droop and die. 



28 $422.l()() r KOI' IT IN ONIi YEAR 

What to Feed 

It is perfectly natural to feel that the l)aby chicks ought to be fed. 
l-Uit (lon'i he in a hurry ahout il. Il is l>etter to let them go without food 
a few hours too long than to feed them too soon. After the chicks had 
picked at the sand fur a few hours, I placed clover cliaf? or chopped 
clover hay under the hoxer f(ir bedding. T use this because if they cat any 
of it, it will not injure them. If you use sawdust or something similar, 
the chicks are apt to eat more or less of it before ihey distinguish be- 
tween that and what they should eat, and they are liable to liecome 
"stuffefl" with the wrong sov[ of material. 

The gizzard of the chicken is its feed mill and ordinary coarse sub- 
stances are reciuired to grind the food, hence it encourages early vitality 
to furnish tlu-ni with clean, coarse sand at once. 

If the weather permits, I allow the chicks on the ground for an hour 
or two for the first lime about the tifth day, or when they are six days 
old. If the weather is mild, they can remain out longer. In cold weather 
care should be taken to see that they can hud their way back into the 
brooder, and not allow them to stand on the cold ground and get chilled 
through, which is likely to prove fatal or stunt their growth later. After 
they learn the wa\- into the warm hover of the brooder they will run in 
whenever they get cold. If the weather is cold they should be tempered 
to the cold ground l>y degrees by allowing them to stay out longer each 
succeeding day for three or four days. 

Brooders and Colony Houses 

It is a good plan to keep the chicks in the brooder in the morning 
until the grass becomes dry. They should be given green food of some 
kind from the start, in case thai green clover cannot be secured for 
them from the lawn, some sprouted oats will make a good substitute. 
On a subsequent page you will t'md directions for sprouting the oats. As 
the chickens grow older the tlame can be turned down and the heat reduced 
by degrees. The second week 90 degrees is aliout right for them, the 
third week 85 to 90 degrees, and the fourth week 80 to 85 degrees. If 
the weather is warm they will commence lo desert the hover when they 
are five or six weeks old and remain in the exercising room of the 
brooder. During the early spring months give them 80 degrees until they 
are six or eight weeks old, and after they are ten or twelve weeks old the 
weather has moderated sufficiently to take them from the brooder and 
place them in a piano-bo.x colony house that is described on page 36. 
I keep them in these houses until tliey are taken to their quarters. The 



ON A TOWN LOT 29 

cockerels are seiiarated from llie pullets when they are taken from the 
Ijroocler. I ha\e the parks containing these hrooders plowed and culli- 
vated every spring and sowed with rape seed. This produces a splendid 
green feed up until tlie snow tlies, and ii also makes a splendid shade. 
It furnishes them with lots of l>ngs and wnrms, whicli are generally found 
on such plants. At one end of the park I planted two or three dozen 
hills of sunflowers, which make excellent sliade and gi\e a croi) of seeds. 
It is in here that they ha\e their hest times and flourish. When the 
cockerels are two or three iiounds in weight I sell off the culls to ihe 
market and the halance are ke])t in lliese colon}- houses until the late fall, 
when they are taken to their winter (juarters. After the pullets are four 
months old they are put in their winter (piarters, in order that tlie\ will 
not be disturbed when they are getting ready to lay. 

Making Baby Chicks Work 

Take as one of yo'ur mottoes in feeding chickens that, "if tlie\ will 
not work, neither shall they eat." Teach them tn work by feeding them 
in litter, so that they will have to scratch and dig around for what they 
eat, and keep this up as long as they live. On the third day I feed them 
hard-boiled eggs (boiled twenty minutes) mixed with bread crumbs thor- 
oughly dried, or corn bread will make a good substitute. The coarsest 
ground oatmeal obtainable is a very safe food for the lirst meal. Jt 
has been called a perfect chick food. 

At the beginning it is a good plan to mix chick feed in lake or any 
other coarse santl. This will teach them industry and as they develop the 
muscles in their legs and bodies, naturally makes them stronger clucks. 

Chick Physiology 

Strange as it may seem, the little fellows thrive on sand and tiny 
bits of flint. The chicken has no teeth and never will have, and needs 
something hard, brittle and rough with which to grind its food to pulp 
wdien it reaches the gizzard — the "feed miH" of ihe chicken. The crop 
is simply a large pouch low down in the neck, into which the food is 
shovelled, awaiting the process of digestion. Shown herewith is a rough 
diagram of various parts of a chicken's anatomy. This will show pretty 
well how food travels on its way down the digestive tract. 

(1) The mouth; (2) the throat, through v\hicli the food passes to 
(3) the crop, which is a storage tank where the food rests until the 
gizzard (5) is ready for it. Between the crop and gizzard, wdiere the 
food is ground, there is an enlargement (4) called the stomach. At (6) 
is shown the small intestine, to which is fastened the unassimilated 



$4223.00 PKOFIT IN OXE YEAR 




yolk (7). Tlirough the little openinii' at (8) this yolk keeps passing into 
the intestine, where it is aljsorbcd into the chick's system. Thus you 
will see that when food is given before the yolk is entirely assimilated 
you have food coming from two directions, each kind battling against the 
other. At (^M, the caecum, or lower intestine, you will note two tube-like 
extensions. These are the places wliere worms may lodge, and are the 
seat of many liowel troubles with the older fowds. Over-feeding crams 
the caecum full, and this condition is generally indicated by a pasted-up 
vent (10). 

T venture to say that fully 80 per cent of the mortality in raising baby 
chicks is caused liy improper feeding, and one of the most serious sources 
of danger is in the moistening of food. Dry food and then good, clean 
water, which lets the chick do tlie moistening for itself in the proper 
proportions, is the safest way. Nature has taught them what they require. 
We don't know. Of course baby chicks can lie raised successfully with 
wet maslies — but it certainly takes more care and to m<y way of thinking 
is not Nature's plan. Don't pamjier and overly milk feed young chicks. 
Prepared foods containing powdered liuttermilk are very beneficial. 

How Often to Feed 

For the tirst day or two, chicks should be fed every two or three 
hours. For the next week, four times daily is sufficient and then three 
times daily. Be careful about not overfeeding. One of my greatest 



ON A TOIVN LOT 



31 



difficulties when 1 foiiiid it necessary to lie absent im the rdad, was to 
lind any one to feed the chicks without ovcrfeedinji,. As 1 stated before, 
it is better to underfeed them than to overfeed, but tlu're is not nuich 
dauiier of overfeeding when chick feed is mixed in sand wb.ere they 
have to scratch and work for it. Watch .nid see that the.\- havt- what 
they can eat uj) clean — and no more. 




Cut of brooder unulc from a phiuo box. 



After they are a week old a hopper should be placed lielore them 
containing- beef scrap, bran, line charcoal and grit, a ho])]ier for each. 
After the chick is two or three months old, a few handfuls n\ wheat 
can be added to tlie cliick feed, and the wheat can be increased b_\ .iddiug 
more every week until they become accustomed to llie whole grains. If 
cracked corn and kalir corn can be obtained, feed a mixture of three- 
parts wheat, two parts cracked corn. ;ind one part ot kalir corn. I his 
will make excellent growing feed for tliem until they ;ire four mouihs 
old. when any other grains may be added that can be secured in the 
market, such as Imckwheat, oats, barley and any other grains that the 
chickens will eat. A good formula to go by is to use alxmt ,^0 percent 
wheat where three kinds of grain are fed and 40 percent where more 
than three kinds are used. This grain is small, easily digested, and is 



32 $4223.00 PROFIT IN ONE YEAR 

rich in protein ami mineral matter. Ci>rn when fed alone has not enough 
protein and too much fat. Buckwheat and barley are also rich in fat. 
During the winter months corn ought to be fed in larger proportions and 
should constitute at least 50 percent of the feed during the cold weather. 

Green Food 

Green food should not be overlooked when chicks are small. In the 
very early spring sprouted oats make a splendid green feed for them. 
As soon as possible sow a bed of oats, cover the top of it with one-inch 
poultry netting, which should be placed about six inches from the ground. 
The chicks will eat the tops ofif and they will grow up again. Take six- 
inch boards and stand them around the edge of the bed, driving sticks 
in the middle to keep the wire from sagging. The wire can be nailed 
on the top end of the board, which will make a good arrangement for 
this purpose. 

The little fellows prefer this green feed to anything that you can 
furnish them, and it is always there for them to work on. By the time 
the oats are through growing the chicks will be large enough to eat any 
green feed that is supplied them. 

As the chicks grow larger, it is important that they are furnished 
with plenty of charcoal and grit of a larger size than they required when 
they were smaller. The charcoal and grit can be secured in three sizes — 
one size for the baby chick, a medium size for the growing chick, and a 
large size for the matured fowl. Their winter ciuarters should be provided 
with a hopper containing bran, beef scrap, oyster shell, grit and charcoal 
a section for each. During the winter months, when the hens are con- 
fined, they should be fed green bone, about three pounds to a lunidred 
hens per day. Skimmed milk, curdled thick, makes a good substitute for 
green bone. I get splendid results without feeding mashes. But mashes 
are good if not too wet. A mash moistened with milk makes fine feed 
for hens. To insure the proper amount of exercise during the winter 
months, it is best to put the grains in litter and compel the hens to scratch 
for them. Green food must not be overlooked. When it is not con- 
venient to feed sprouted oats, alfalfa meal, cabbage or mangels are 
splendid. 

Sprouted Oats 

Sprouted oats is the best green feed obtainable, and makes a good 
cheap feed and is a great cgii producer. The fowls are fond of it. Feed 
at noon as much as they will eat up clean. To prepare, take a pail half 
full of oats, S(iak in water for about one day, drain water, and empty 
into a l)ox with half inch holes bored in the bottom. Sprinkle night and 
morning with warm water. When oats commence to sprout, spread them 
out into other boxes two inches thick, and sjirinkle twice dally with warm 
water. Keep oats well stirred each time they are sprinkled, and in about 



ON A TOWN LOT 33 

a week or so they will have sprouted. The length of sprout will depend 
on the temperature of the room. When sprouts are two inches long, 
commence to feed to the hens, and by the time the sprouts arc four to 
five inches long you will have them all fed, and in the meantime have 
another lot ready to feed. 

Winter Quarters 

You will bear in mind that the most perfect winter quarters are those 
that have conditions nearest to summer. I do not mean that the tempera- 
ture shall be as warm as summer, but to have other conditions as near 
like what your fowls are accustomed to in the summer as practical. 1 he 
sprouted oats, a generous box of gravel, plenty of dust in their box, 
clean quarters, fresh air, and no drafts can be had with little expense and 
trouble, and will make conditions summerlike to them to a large extent. 
If it is convenient, throw a basketful of old plaster in one corner, and 
it will be surprising the amount of this they will consume, and it is good 
for them, as the lime is needed for them in the formation of the egg 
shell. This will make a good substitute for oyster shell. 

Automatic Feeders 

The automatic feeders are a fine thing for growing stock or breeders 
in the summer time. When the flocks are confined to their winter quar- 
ters I would much prefer to feed in litter. The chickens must be kep: 
active to get the best results, and I find the best way to keep them active 
is to keep them working in a good supply of litter on the floor. Hopper 
feeding is all right to a certain extent. The mineral matter, such as 
oyster shell, grit, animal matter such as beef scrap, and a dry mash may 
be fed them in this manner. Keeping the fowls supplied with a dried 
mash in the hopper insures them always having enough to eat. In case 
they are not fed sufficiently in the litter they will finish their meal at the 
hopper. If the chickens are always ready for you when you enter the 
pen with the feed pail you will know that they are not being overfed. 
If they are hungry they will flock around you as soon as you enter. If they 
are indifferent when you go in you will know that they are being overfed. 
So it is time to cut down on their rations. 

Piano Box Colony House 

In another chapter I discussed incubators and brooders, but perhaps 
while I am talking over with you your baby chicks, you'd be interested in 
my experience with a home-made colony house — many of wiiich I still 
use. After the hatches came off, the fluft'y babies were transferred to the 
brooder — and it is remarkable to see how they thrive and grow. They 
are always anxious to get out and wdien the robins return bringing spring 
with them, I let the growing youngsters into their suntlower parks. 



34 $4223.(10 I'h'Orrr in ONJl YEAR 

1 lie luMutiful ilays (if Ma}' conu' all tuo .srion — and chicks grow 
splendidly. I hey are now large enough so that sexes nia_\' he separated. 
.\ C(dony house made from a piano hox such as will he found illustrated 
(.>n page 33 uill make comfortahle and economical (|uarters for growing 
stock-. I removed the holtom of the hox, then |>laced two i»ieces of 2x6 
undiT the hox, sawed otT the corners next to the groiuid, which will make 
it eas\- to mo\ e. I hese pieces are placed aliout twehe inches horn the 
outer edge of the hox and the Ihxjr nailed to them. 1 placed a feu hricks 
under them so that the liox can lie raised hi.gh enough to at^'ord the 
chickens S|ilendid .shelter on rainy day^. I placed the hox on a high spot 
>o that the grovuid wa^ dry under it, as the chicks prefer to go under the 
hox r.ather than go inside during the daytime in case of any rough 
weather. .After I had the nuuiers secured I next divided the front, which 
was the l)ottoiu of the hox and is now open, hy nailing a 2x4 lietween 
the hottom .and the top at the front edge. Next 1 nailed a 2x4 of the 
same length against each side, on the inside lUr^h with the front. This 
ser\ed to h.ing the d(.)ors tjn. 1 madt- the doers out of 1x2 and coN'cred 
with oncMUch mesh. If you are likely to he trouhled with weasels it 
would he a good ide.i to tack wire cloth on tlie frames instead of one- 
inch poultry netting. This wire cloth can he secured any width and as 
I'mu' as you wish. The h.alf-inch hardware cloth is sufticiently liui'. '1 hese 
doors ans,\ere(l the |)urpo^e very nicelv until tlu- weather hecame a little 
cool in the fall, wlu-n 1 tacked nuislin o\er the wire, .\fter the doors 
were on I covered tht' lop of the hox with rooling paper, stopped all 
till' cracks so that there was no draft, and next pint in the roosts. These 
I placed ahout ten inclu's aiiart, and there was room for three or four 
(d' them. Ihesi- hoxes make sjilendid cpiariers fcu' the growing stock and 
will he a good place f<u' them mitil \\\v weather gets cold in the I'.all or 
until they are rea<l\ to l)e taken to tht-ir Winter <puirters. 

■*f The colony Imuses can he placed in the jiarks or in .in opiMi held. A 
cu'ulield m.akes an ideal location on account of the sluule and the ground 
heing tilled freipuMUly, .giving the chickens lots of loose earth to work 
in and a ch.ance lo get earthworms. I used two jiarks for the colony 
houses, one for the maU's and one for the fi-m.iles. In May 1 found the 
chicks growing niceh', and those of the large males thai did not promise 
to make goo(l hreeders I sc.ild for hroilers. 

Care should lie taken not t(.) force the hreeders during the hreediug 
season or .any ether time. The lireeding pen should not he fed wet 
mashes, hec-.ause this has a tendency to prodtice the fatal white diarrhoea 
in the chick. In case tliat the eg.gs .are not as fertile as they should be, 
it will he found that the m.de is so gallant that he defers eating until the 
teiuales ha\c the feed consumed. In such cases as this it is necessary 
to feed the male h.\ himself once or twice a d.ay for a while, and every 
other (lay he should he sup|ilied with a little grovmd raw lean heef. 



ON A TOWN LOT 



35 



V- 




CHAPTER V 




GETTING THE EGGS 
Importance of Male Bird 

X my fornuT edition of this liook 1 made the statement 

■■'ilie male is lialf the pen and shonld lie a hird of 

t;ood type." 1 feel satislied in m\' own mind, after 

recent exjieriments. that tlie male hird is more nearly 

seven-eitihths of the [ten. 'I lie hen is a factor — Init 

liy no means the dominant one. If a hreeder mates 

a lien of great laying capacity with a cockerel whose 

parents were moderate egg prodncers, the cliances 

are tliat the "kin" will take after tlie male, and also 

he moderate egg layers. If a lien of moderate egg-laying capacity he 

mated with a cockerel whose parents held a high record, the chancQ*^ 

are the progeny will also take a high place in egg production. 

Admittedly the greatest profit from hens is in the eggs — and par- 
ticularly winter eggs. It costs a certain amount to feed and care for a 
pullet until it reaches the laying age. And then there is a constant 
monthly "overheail" and feeding expense, all of which must he ligured. 
and for which the hen must lie made to pay liefore she produces a profit 
for the owner. It is imp(_)rtant, therefore, to I)ear in mind the necessity 
of getting male hirds from a prolific egg-laying strain. If you want more 
eggs, one of the cheapest and most effective ways to secure them is to huy 
best cockerel ]io>silile instead of purchasing an entire flock of pedigree 
hens and then mating them with a second-rate male hird. Von get j)racti- 
cally all the inherited ahilitv to lav. transmitted hv the cockerel. 



36 



$4223.00 PROl'ir IN ONE YEAR 



When Superb Vitality Counts 

In my last catalog and in oilier ailvcTtisini; which I liave recently 
pnhlished, 1 have emphasized — somewhat lo the snrprise of many of my 
husiness friends — the idea of snperl) and --niireine \ italiiy. I even went 
so far as to show a photoyraph nf om- of my hirds niakiny a "20 yard 
dash" across one of the yartls. I will nut tolerate a droopy slacker hen 
or C(.>ckerel — and at the present time we \ery srldnm have to contend with 
such hirds. When they appear, and iniperfectiims are discovered, the 
cockerels arc fattened for l)roiler^ and soon killed. 




If 
spri.nh 
weak. 



tly, \ii; 
supine 



:)rou^ 
aspe 



Diagrammat'c Comparison 

iinpare the two dia,i;rani^, you will ohserve the alert, 
; carriage of the parallelogram shaped body and the 
ct of the triangular shaped hody. Keep away from 



ON A TOWN LOT 2>7 

birds with triangular shaped bodies. Select cockerels with plenty of pep 
and fight, with glossy feathers and well developed, large heads, with 
well formed combs of brilliant color, strong, prominent eyes, proud 
appearance, full, deep breast, well rounded abdomen, powerful legs, set 
quite far apart, a broad, strong back — and a fellow who has a loud, clear 
crow to welcome the rising sun. 

Specifications of an Ideal Male 

In my selection of the ideal Ancona male, I would look for the 
following points : I'd pick out a fellow with a long back, slightly sloping 
downward to tlie tail, with no apparent angle at the tail. His tail should 
be carried at an angle of 40 degrees, but don't be afraid of the tail being 
too low. The head, and especially the comb, should be as near perfect 
as possible. The comb is the first thing that is noticed in a bird and is 
naturally very prominent. It should have five serrations ; three or four 
is no serious objection, because the tendency is for the points to increase 
in numl)cr. The comb should stand erect, the blade continuing a llowing 
curve upward from the line of head, free from all side spriggs. Do not 
use a male too light in color. He should be dark, with as little white 
in his wings and tail as possible. The shanks should be yellow, or yellow- 
mottled with black. Females of good shape, with a long body, with the 
tail carried at an angle of about 35 degrees, good head points, comb of 
good size with five serrations or less, free from side spriggs and folds, 
well mottled, with as few white feathers in the tail and wings as possible. 
The shanks should be yellow, or yellow mottled with black. If the male 
bird has a solid yellow shank, the female may have a little more black 
on the shank. A combination such as this will give you spk-ndid results. 
If the male bird is very dark the female birds may have more white. 
By mating them for a season or two you can determine what results you 
will get from light or dark colored birds. The tendency is to breed 
lighter, so it is a good fault to breed the l)irds dark. 

The Rose Comb .-\ncona may be mated the same as the Single Comb 
excepting the comb. The principal point to note is to see that the male 
bird is strong in the points where the females are weak. If the male 
bird has not a good spike on his comb, care should be taken to secure 
females that are strong on this point. 

Breeding pens to get best results, should not have over fifteen females. 
I have seen twenty females mated to a good vigorous male with splendid 
results, but this is unusual. 

Put the right kind of a cockerel with second grade birds, and you 



^s 



$4_'J,v()() rh'ohir I.\' OXH YEAR 



AW ninch iiiorr likely to M'l'urc ;i i;enerMus Mipjily of eggs, than if you 
]iiit a second ^railr cockerel with an entire llock of pedigree hens. 

Housing for Egg Production 

When Non have secnred yonr pullets willi tlie inherited tendency to 
la\ lari;e lunnliers of e.ugs, yon have only hegun. These pullets have to 
he carefulh tended until they reach the creative sta.i^e and thm they must 
receive the ireatnieni that will hriug tlie egg-laying tendency to its luiest 
fruition and this means proper housing and proper lee<ling. Keep the 
ground free from taint and open to the action of the air and sun. Kei'p 
ihe liouses scrupulously clean and ne^t-hoxes in\ iliuL; with fresh hay or 
straw. These things matter \ er_\ much' 

Feeding for Egg Production 

d'here certainly is no ni\ --tcry aliout the prohlem of feediu- the ri^ht 
snvy (d' fiiod in the proper prop(u-tions U) (.■nc(.iurage hea\y e;-;,i; yield. Ilie 
ratio of allunninoids to carliohydrates should lie as one in li\e. I lu' alhu- 
ininoids make llesh — eg.^s ! Carliohydrates supply the heating laiergy. ( )ne 
way of workin.L; out the i|ue--tion in terms ot tood is as lolhuvs: — ( )ne 
piiund hran, one middlin.us, oni' niai/e meal, one lisji meal and one half 
clover meal. ' 'ue of soya-hean meal may he added when not too i-xjien- 
si\e. As 1 ha\e said, these niccds nia\ lie gi\cn moistened with warm 
water or ft'd dr_\-, just as they are, hut in tiiat case the dry iui\tin\- must 
hi' fed out of a special!) cousiructed liox called a liopjier. 

(ireen lione, fresh from the huicher's, as a part of tlie tond — say one- 
third — on i'\ er_\' alleru.ite da_\ . encoura,ne-< pullets to Lay iptickly — hut he 
cariful .ilioui "fdrcin^'" the liird. .Sprnuled oats or sprouted wlieat are 
economical feeds and excellent aids to hen fruit. 

.\ext in importance to fddd fur e,u.!-;-yield, is the supply of water. 
Without T\ater there would he no egg and no fowl. Don't keep hens 
waiting one lUometU to drink! If the hen has to wait a long time, the 
potential ei.;.^; ma\- s.anish and wliere t ,\ o I'g.us would Iia\e heeii laid, with 
.am]ile liquid availahle, oul\ one wUl m.iteraili/e. Ixeeii jileuty of fresh, 
clean water lud'tn-e your hens, 

h'our imiiortaiu rea^oii^ why ,i constant su]>ply of fresh w.iter shotdd 
lie kept liefore la> in.!.; liens, are as lojlows; 

1 W.ati-r is Used to soften food for di.^estion. 

i -Water, in the form of lilooil, acts as ,i common carrier and keeps the 

liody \i.L;crou-. 
,^ W'.ater con--titutes ahoitt 7}^ percent of the e.^.i;. 
4 -Water is \iiy important in e(pializin,u the ti-nipi'r.itnre of the hen's hody. 



O.V ./ TOJl'.Y LOT 



39 



Some Egg Facts 

The (Icinand for e,L;gs has always Ijccn. and pnihalily always will he. 
ahead of the supply. -\n eg.si is somethin.i;" that can l)e marketed on either 
a modest or lar.!:^"e scale, but alicays marketed. It is never a drug" on the 
market. 

The word "eg.t;" comes from the Anglo-Saxon <'(■//. Chancer and 
other earl_\- writers use the forms cy, Ci^. c.i^,L:r. It was really surprising 
to me to lind how many expression^ and ]irodncts got llieir name directly 




from the egg. I'Hr instance, the rn">t watches c\er made were egg-shapefl 
and were sometimes called "animated eggs." I he linest artists h.ave 
used delicately tinted Ijird's eggs as col(_)r models — the t'\(piisite shades 
l)ainted hy .Vature on these sliells ht-ing matchless in harmony. 



40 $4223.00 PROFIT IN ONE YEAR 

A great many people think tliat eggs are good for the voice. Egg 
and lemon juice beaten together are rccDnimended for lioarscness. Ciiarlcs 
II of England presented a favorite singer with a silver egg filled with 
guineas, wittily remarking, "Take this; 1 am told that eggs are good for 
the voice." 

I could sit here and talk for an hour on the rcmiance of what we call 
"a common hen's egg" — I could call ynur attention to the Jewish people 
who tal)oi) i)()rk lint are a remarkalily healthy race. As a people they 
make great use of eggs — even the poorest giving them preference over 
other foods. A man once said that //, /Or riwry /^i.i; krf^t by private 
faiiiilics, a flail: nj hciis 'dU'rc sithstitiitrd , ilicrc z^'DiiId he less paicil 
)iicdii':iic rc<iiiircd diid a t/riwral iiiiproioiu'iit in lu-nllli. If \-ou will stop 
to think of it, _\-ou will reali/e tliat fewer indix idu.ils show an antipathy 
for eggs than for most foods — in fact no lionest appetite rejects them. 

Right here it might not he out of ]dace for us lo gi\-e C(jnsideration 
to the food value and chemistry of the eggs. I am showing a sketch of a 
typical Ancona egg. The "Eamous" Ancona egg will weigh two ounces 
or slightly under that. Standard autlioritie^ give the following proportions 
of chemical elements in the dry sulistance of the average lien's egg: 

Carbon 53% to 55% 

Nitrogen 15% to 16% 

Hydrogen 7% 

Oxygen 217f> to 22% 

Sulphur 1 % to 2% 

Phosphorus 5% 

Eggs are splendid food for trained workers. Ericsson, the inventor, 
labored at least twelve hours oiu of twenty-four to a ri[>e old age; his 
breakfast for every day of the year was two poached eggs. Weston, the 
pedestrian, while walking one hundred miles in twenty-two hours, con- 
sumed from sixteen to twetity raw eggs. 

Contrary to the thought which prevailed years ago. eggs are easily 
digested — more so than meat and m(;st vegetables. Not only ;ire eggs good 
mental food. Imt tlicy sustain tlie body as well. Tliere are aliout eighty-two 
calories in each Ancona egg. So much about eggs. 



42 



$4_'_'3.U0 I'ROl-rr IN OXIi )'IiAI< 



CHAPTER VI 

POULTRY HOUSES 

Building for Egg Production — for Warmth 

WHAT coiistiliitt-^ a sucrrssful pnultry house? 1 slioul'l 
sa\ o:u- that kt't-ps thr hird in i)crfect comfort and 
hcahh, and cnahlrs thcni to prixlucf the largest yiehl 
lit eggs. ()f C'lnrse yon dnn't get eggs from poultry 
houses — hut if \iiu take ihe same identical hirds and 
put tliem in one house and tlu-n change them to 
■^ anotluT there ma\ he a deciiled dilTerence in the egg 
yield iust hecausr of the conditions provided hy the 
••fowl" dwelling. 

1 am c-ertain that a light and airy hou>f will encourage egg la_\ing and 
that a dark, stuffy hous,. ahsohuel\ will not. The three hig factors in 

egg jiroductiou are ; 

l--food 
2-lighl 
3^air 




Specifications for Economical Houses 

\,i ,,|HMi air i)oultry house is recogni/ed li\ praclicallx all jirominent 
poultr\ men to lie the most satisfactory for la\ ing doeks. (Jn page ti) 
will he found an illustration of the t\ pi' of laying houses used on my 
farm. i his huilding is 322 feet long and can he Imilt any length desired. 
Il is 20 fet-t deep. if the house is more llian S feet deep, it would he 
a Liood jdan to locale windows at the hack of the hoirsf as well as at the 
front. ( )ne-ipiarter of the front of tins long house for laying flocks, is 
op,., I and the opening is co\ered with <ine-inch poultry netting on the 
outside. iM-.imes are covered with .i uu-dium grade cotton and operated 
from tlu' inside so that the attendant c;m raisi' ,and lower them and leave 
;is nmch as desired, huring the line weather these spaces are left entirely 
open. Muring the cold weather, when the thermometer registers from 
zi-ro to 20 degrees .and helow. the I'nrtains ,ire kept down all the \v;iy. 
'1 liest' curtains of cotton also keep oiU r.iin. snow and strong wind. 

A glass wimlow e\er\ 12 feel, lels in light in case ot storm_\- weather 
when the I'urlains ;ire keiit down. There are \ ery few days that- the 
curtain cannot he r.iised. and [ find it m.ikes a very practical house. '1 he 
foundation is maile of ci-ment and runs helow the ground le\el eighteen 
inches. ,ind is liftcen inches alio\f. Tliis slops .all drafts .and makes a 



ON A TOWN LOT 



43 



conifortahle place for tlic l)ir(Is. I'^or the lirsi two or ilircc years \ would 
recommend the earth lloor. After that it would he necessary to replace 
the earth with fresh dirt or pul in a wood or cenn'Ui lloor. The roof is 
made of a good grade of paper rooling, the sides are hnili ot donhle V 
siding- and lined with tar paper on the insiile. The partitions are \2 feet 
apart, and every fourth section is huilt solid ol hoards, air-light. I liis 
stops all drafts. Like all other ])oultry hinldings, ihe lading houst- should 





Cninf cf day-did rUick .thil^jdu:^ ciiscs. 

face the south. The front of the huilding is (S feet in height o\er tlie 
foundation, and die hack of ihe huilding is 4 feet high. The drop|)ing- 
boards are put in against the l>ack wall and run the full length of the 
building. They are about 3 feet from the ground, t'otton curt.aius are 
placed in front of the roosts to jirolect the fowls in extreme weather. 

'1 lie studding is pul in twenty-two inches apart. ,\ door is i)laced in 
the middle of each pen, the width of the studding and the lieigln of the 
opening. This door is made of one-hy-lwo strips and covered with one- 
inch mesh. It is fastened from the inside to prevent anyone from entering 
the building, and is used for the chickens to go in and out, and also ])y 
the attendant for taking the litter in and out. 



44 



$4223.00 PROFIT IX OXB YEAR 



It will be fniind that in such Imildiii.ijs as these, liealthy, vigorous 
and happy stock will he raised. 1 ha\e stood across the fields fifteen 
hundred feet distant from tlie Imuses in the dead of Winter, in zero 
weather, and could hear my l)irds sinking their merry song as in the 
good iild Summer time. 1 lie imiiortant ft'atnres or the most valuable 
assets the modern poultry house can have are plenty of light and fresh 
air; and the open front is the one that tills the lull. 

The chicken parks should be as generous as the ground will permit. 
The ideal park would have a southern exposure. It is a good plan to 
plant fruit trees in the parks, and these will furnish the chickens with 
shade as well as tlie tal)le with lots of fruit. The i)arks should he culti- 
vated often in th.e early Spring. If the parks are long eiinugh it is well 
to fence off the part farthest frmn the laying house and sow it with 
rape. This not only furnishes the chickens with an excellent green food, 
but also keeps the ground sweet and fresh. It is important to have the 
parks built on high ground as well as the hduses. In case the high ground 
cannot be secured, be sure that the parks are well drained, because the 
chickens will not do well where they have to stay in parks that are wet 
for several days after every rainstorm. 

Do not overlook the necessity of keeping the poultry houses clean, 
and especially the brooder. '1 he hmoder sh(nild lie cleaned nearly every 
two or three (.lays, and sprayed well with some strong disinfectant. This 
will keep them free from insects and keep the air pure. 'I he litter should 
be changed often. After the chicks are a month old it will be found 
easier to clean the brotider or c<ilony houses by throwing in some line 
earth. This will prevent anything from sticking to the lloors. After they 
are three or four months old the roost may be put in the colony houses, 
and by keeping in a fair supply of dirt it will not be necessary to clean 
them more than twice a week, ;is the earth ;ibsorbs the strong odors. The 
laying houses should lie sprayed once a montli during the winter season. 
The roosts should be painted with smne good disinfectant every week. 
A mixture of slack lime and crude carbolic acid will make protection 
against \-ermin and diseases, but as the lime will affect the color of the 
legs, spraying will be found more satisfactory wdiere show birds are being 
raised. 

Water Tight, Well Ventilated, Well Lighted 

Success in poultry, although working hand in hand with good houses, 
has really nothing to do with a special design of house. Many of the 
most successful and largest egg farmers in the country have houses made 
on the o]ien front ]irinciple, which differ only in detail, and if these 



ON A TOWN LOT 45 

are good enough for successful men who speciaUze on egg production, 
they surely are good enough for the amateur or back-yarder or owner 
of a small family flock. A good house need not be expensive. Just 
keep the four principles in mind in planning and building a poultry house. 

1 — Have it water tight. 
2 — ^Have it well ventilated. 
3 — Have it well lighted. 
4 — Have it free from drafts. 

Possessing those four points, it really doesn't matter how inexpensive your 
house is, just so it provides healthy accomodations for the number of 
birds you have. 



^im: '-■-- - — ■r.^rf'S!^-, 






46 



$4-'-' .00 I'h'orrr i\ oxn )/:. //v 



CHAPTER VII 

MAKING SHIPMENTS 

January Inquiries 

11 ri last i>art of January, of ilic first year I diil 
aiK cTti.>in,L; wairili whilr, my liiax'din.n pens were 
made u]) and tlie malin.n list and latalo.t; all ready 
ti' lie disirilmti-d. In eompilinL; tlie eircular or cata- 
Ihl;, it i.-^ a .u;Oi>d plan tci ,i;i\e a Instury and deseripti(.in 
>)\ till' lireed so as to create contulence in their 
Ldod points. 

IW-fdre Jannary \\a^ o\er. in(|nirie> ware coming 
in for e.L'.qs and lialiy cliicks. 1 had aliont the same 
e\]ierience with thesr inlphrie■^ that 1 had wilh the inipiiries for stock- 
in the early f.ill. I found that the mail had lieeonie <|uite heavy, and 
much of the time was occn]iied answernig t'orrespoudeuce. llefore I'^ehru- 
ary was far ad\aneed, some orders for liah\- chick'> and hatching eg.gs 
h.iil keen recei\ed. .M \- inculiaior^ were set and the hrooiU'rs readv. 




Boxing and Shipping Eggs 

The time was due for the lirsl shi]imeut of eggs, and it was important 
to know how to pack them. Tln-rr arr mans ditYereut wa_\'s, and different 
hrecMJers are indorsing; different ]ilan~-. llie e.isie^t way lo ship, and one 
of the cheapest, is hy the u>e of the eg.g hoxes manufactured li_\ ho.K 
Companies. ( )n pa.ne 51 is oiu; of these hoxes illu>trated. .\ll that is 
necessary is to wrap the e.ggs ni pa])er and place in the section for t'acli 
eg.g. Scatter a little hran or chaff o\er them. Seal the hox ;uid it is 
re.idy to go. This will do for a ^hort haul. Ihit if il is g(ung far 1 
wiiuld put the hox in a ha.^ket and tie lo the h.indle so it will not he 
tossed out. \ lillh' excelsior or sli.iw placrd in tlic hotloni of the hasket 
will he a great jirotectiou against careles.s handling at the hands of the 
express companx. i hese hoxes are niore desirahle tor single settings. 
I found round hushel haski-fs s.atis f .irlory for shipiiing fifty or more eggs. 
W hen (U-ders ran nji to a thousand or more these haskels are just the thing. 
I'.ich hasket will hold one hundred eggs. In extreme weatiier 1 line these 
haskels willi paper. 1 wrap each i-y^ in p.iper hefore pl.icing it in the 
h.iske*. d hr liuslud liaskct should he w adl lined with straw hy distrihuting 
it around the side and hottoin of the hasket ahout two inches thick to 
make a good cushion in the hotioni of il so ili.n the eggs will not lireak. 
After the straw is nicely arr.anged in the hasket, I start the first layer 



ON A. TOWN LOT A7 

by placing the eggs witli small end down. This is the best way for the 
eggs to lie, because it will stand shipment better than if placed on the 
side. After the first layer is placed I scatter a little fine chaff or a 
little fine cut straw over the eggs, then put paper on the top before placing 
the next layer of eggs. This paper prevents the chaff from working from 
the top layer down to the bottom. On top of the second layer I again 
place the chaff or fine cut straw, and always place the paper between 
each layer. I do not put the eggs too close to the top of the cover. Room 
should be allowed for straw between the eggs and the cover. In former 
years I have used excelsior for lining the baskets, l)ut find straw more 
satisfactory, as it will keep out more cold and be a better protection for 
the eggs. On page 46 will be found the picture of a shipment of these 
baskets already packed. The covers are fastened on with basket hooks. 

Shipping Baby Chicks 

The first shipment of baby chicks was due to go early in March, 
The first hatch was off just in time for the first order. It was the first 
experience in shipping baby chicks, and I was naturally puzzled as to how 
to do it. Have received many letters from different ones asking me for 
instructions in shipping stock, eggs and baby chicks, so I am safe in 
saying that these are matters that bother everyone. On page 46 you will 
find illustrated a box for shipping liaby chicks. This is a remarkable and 
splendid device for this purpose. It is not only warm and protects the 
chicks against the cold, but also is very strong and has a wonderful 
resistance against hard usage. These boxes are made in three different 
sizes. The smallest size will accommodate twelve ti) twenty-five chicks, 
the next size will hold fifty, and the largest size will hold one hundred. 
The fact that nature has made provision for the baby chicks to live 
without food for the first three days of their existence makes it practical 
to send these little beauties hundreds of miles with splendid results. I 
have shipped them as far as three thousand miles, but do not recommend 
shipping quite so far. I ship the chicks just as soon as they have become 
dry and their down has become fluffy. 

Shipping Stock 

On page 67 is illustrated a shipping box such as I use for the liirds. 
This kind of a box is very desirable because it is light and makes a splen- 
did advertisement for your business. 

These shipping boxes I make in three sizes — No. 1 for a single bird. 
No. 2 for a trio, and No. 3 for a pen of five to eight The No. 1 size is 
ten inches wide, nineteen inches long and eighteen inches Iiigli: No. 2 is 
fifteen inches wide, twenty-four inches long and eighteen inches higli ; No. 



48 



$4223.00 PROFIT IN ONE YEAR 




This illustrates the boxes I use for shipping hatching eggs. The one on top is 
ready to receive the eggs. The one on the right is packed with eggs and the cover 
partly on. The bo.r on the left is ready for ship)nent. and contains 15 eggs. 



3 is twenty inches wide, twenty-four inches long and eighteen inches 
hi.^h. 'I lie ends and hutlom sliould lie made out of white i>ine or popular, 
and the sides out vi extra lieavy and extra sironj; strawhoard. The slats 
across tlie toi) are two inches wide and sliduld l)e put on aliout two 
inches apart. These !)oxes can he lionglit with hoUom and ends cleated 
ready to nail together, inchuhng slats and heavy cartlhoard sides, at forty 
cents for size No. 1, fifty cents for si/e No. 2, antl sixtx' cents for size 
No. 3. 

During the warm sunuuer and fall months the fowls should he pro- 
\ideil with water in transit. This is done \)y fastening a tin can to the 
inside of the hox. In the cooler days of the fall and winter the water 
will not l)e necessary if the hirds will he delivered within two or three 
day-. A good suhstitute for water is to place a few apples in the liox 
with them and thus eliminate tlu' danger of hirds having wet straw in their 
hox hy the water splashing from their drinking can. Where the birds 
are on the way for over the third day. they should he jirovided with 
water. In the fall of the year, as the weather becomes colder, it is a 
good plan to tack muslin on the top of the l)OX to prevent them from 
getting their combs frosted or getting in a draft at some transfer point. 
.\ space aliout two inches wide should lie left for the express company 
to water them. 



ON A TOWN LOT 



49 




A shipuicut of Shcppard' s stock- ready to start on the long trip of 
12.000 miles to far aicay .!iistralia. 




CHAPTER VIII 

THE FOUR SALES ESSENTIALS 

I" four times as many people as are now selling poultry 
and eggs, even on a small scale, were lo start adver- 
tising and selling their eggs and poultry, the demand 
still would not he supplied. 

I am going to give you the result of my experi- 
ence right straight through, even on the sales end, 
so that with the facts I put into this l.jook, you will 
have the required information not only to success- 
fully produce poultry and the eggs. l)Ut also to mar- 
ket these economically. 

Let me discuss briefly "Salesmanship of Poultry." This consists 
primarily of advertising because poultry and eggs must be sold chiefly by 
mail. There are four sales essentials : 

1 — ^Causc the reader to Look at your advertisement. 
2 — Put him in a favorable attitude toward your message. 
3 — Persuade him to Learn about your poultry or service. 
4 — "Land" his business. 



50 $4223.00 PRO FIT IN ONE YEAR 

These four sales essentials ean Ije briefly expressed in the four words, 
"Look, Like, Learn and Land." 

Every letter, every cireular, every mailing list, every catalog, every 
poultry paper or newspaper advertisement, every envelope "stuffer" or 
lirinted matter sent out on your jioultry and eggs, in order to he most 
successful, should he planned with these four essentials in mind. 

Make Them "Look" 

On tlie opposite page you will find a groui) of my advertisements. 
Sup])ose we take a couple of these and analyze them. Take the pair of 
ads, "Boy Scouts" and "You will." Fir^t, our jnli is to make the reader 
of the poultry papers in which these appear, luok at the advertisement — 
stop, look and listen. Wc have got to do sometliing to flag his or her 
attention. Not necessarily to startle them, hecause sometimes when peo- 
ple are startled, a reaction takes place in their mind, which causes them 
to dislike what you have to say. Be careful aliout not creating antago- 
nism. L)o not have your headings nr pictures negative or disagreeable 
in effect. Like poultry, they should be live, energetic and forceful. 

Make Them Like 

1 lie ]iicture of tile T^.oy Scmit with the word "Boy" and the picture of 
the hand with the word "\'i)U," catch the eye, cause the reader to look. 
Who doesn't like a husky Boy Scout? This [ileasure is reflected on the 
message found down in the advertising cupy. We believe that the average 
])erson will at once agree that "^'ou dnn't enjoy a losing game." Thus, 
you see we have causeil the readers both to look and like. 

They may not respond to our advertisement this time, 'but the next 
time tliey see a Sheppard message, they are going to lie favorably disposed 
toward it and not antagonistic. People don't understand their own frames 
of mind. It doesn't re(|uire any definite, disagreeable thing to set edgewise 
against your proposition. Just make a few "bad lireaks" with your adver- 
tising copy or your form letters, and peojile will .avoid you like the plague. 
They quit cold. You won't understand why and they won't understand 
why. So in writing your ad\ertising cop\', it wants to be just as happy 
and harmonious with the frame of mind of the reader as possible. 

Make Them Learn 

Now Iktw will we cause them to "Learn?" Li each piece of copy I 
plan to tell them just enough so that a strong desire will be aroused .to 



,.^H 



(S^* 



© 



Lgyiii(J r\(M ih 



lA 



^^^ 






^i '.^v-^ 



' .rtl's Famous 



SU*-' 





-ij 



52 $42_'.l()r) I'Kni'lT IN ON II YEAK 

kani more. 1 hold back all the information and try to yet tlu-m inlrrestcd 
to write tor my catalog or one of my books, if you will yet a reading 
glass yon will be able to sludy out some of this cop_\- and \(iu will see tiiat 
i touch upon, briefly, in each advertiseiuent : 

1 — Egg-la\ing ability. 
2 — Prize-winning. 
3 — .Appeal to bt-auly. 

so that these three important points are co\'cred in some way in each ad\er- 
tisement. The liig thiii.i.^, after all, of Course, is to get the name i.if the 
|)rosi)ect on the "line- with dots." L'ntil you gt't tlu' onler, and the check 
cir money order as well, nothing has 1)een close<l and the proof cif the value 
of yoiu' salesmanshi]) in adxertising depends upon the cash you receive for 
the stock, the day-old chicks or the eggs for hatching you may offer. 

'I he operating of commercial eyg plant and the 'celling of eggs for 
home u>e, is another business entirely, which 1 will not here discuss. 1 am 
endeavoring to make it somewhat ea>ier and less e.\pensi\e for you to sell 
your stock', xour day-old chicks and your eggs for hatchini;. 

Landing Them — How to Do It — A Dozen and One Sales Pointers 

Now-, how shall we 'land" the prospect who h,is already sufficiently 
interested himself in our proposition lo write for informati((n and learn 
more about our stock? We ha\e got to bring this message to him so in- 
terestingly, so emphatically and so truthfully, th.at his confidence will lie 
insjiired to the point w liere he will I eel that we are just the ones who 
should recei\e his ordtr. I'se plenty of photographs, good pictures taken 
of your own birds lo illustrate >our printed matter. It helps to show the 
picture of the person who is otYerin,^ the stock — unless he looks like a 
second-story worker. I believe it pays, (.nice in a while to call in an adver- 
tising man to help yon get ide-as regai'din,u your headings and to assist you 
ill making >()ur ad\ertisiiig as interesting; and reailable as possible — but 
a still better plan is to ha\e some characteristic style, either your own writ- 
ing or the writing of someone who is a good frii'iid of yours, used in all of 
these advertising pieces so that tlie\ will ha\ e iiersoiiality. Don't forget 
th.at when the prospects write for in forinaiiou they want infonnatioii. (mvc 
them the plain facts and plenty ol them. Tell them the whole st(U\v just so 
far as yuu can. 



ON A TOJJ'N LOT 



53 



CHAPTER IX 

ADVERTISING TO SUCCESS 

Visiting the Shows 

ARLV in my experience I found one of my besl ad\er- 
tisements was showing my birds at lioth large and 
small shows. But this would have been a poor adver- 
tisement had I not won a major portion of the pri/es 
in tlie particular class or classes I entered. 

.Vt one of the first shows I visited 1 remember my 
experience. I was showing King William I. a hand- 
some cockerel who had won lirst at the geat Dairy 
Show, London, England, and was naturally proud of 
him. A man admired him very much and asked my price. I told him one 
thousand dollars. It was fortunate for me that he did not l)uy him, ])c- 
cause he has been the foundation of m_\'^t1ock and he has lieen worth not 
less than ten thousand dollars to me. It does not pay to sell your best 
stock. I never price my best liirds. They are always to be found in my 
breeding pen. By doing this 1 liave been able to keep improving my tlock, 
and when my custumers want eggs from prize winners they get them. 




Building Good Records 

I first built up a good record before I commenced to get out anv 
printed advertising other tiian mere announcements of the stock I !iad for 
sale. It is one thing to simply list what you have to sell and another thing 
to write tliis up so interestingly and appealingly iliat people will be per- 
suaded to purcliase it, even if they Iiad not intended to lief ore reading the 
copy. 

I had reached the time wiien I wished to Imrn into the mind of the 
Iniying public the merits of my chickens. In preparing my advertising I 
eliminated every unnecessary detail and made the essential facts interest- 
ing as possible. I found that concentrated, consistent endeavor brings 
results. 

Continuitv in advertising is the greatest essentia! of success. 



Jacob's Follow-Up 

Jacob once cranked up iiis dromedaries and set out from Padanaram 
with his wives, kiddies and live stock. An authentic report reached him 
that Brother Esau, the owner of a large Grouch, because of a certain 



54 



$4223.00 PROFIT IN ONE YEAR 




"Busy Days" .iiuoug the Colony Houses on Sh. j^j^ard's F(ii)}oits Farm 



swiped l)irtli-right, was roaring to meet him witli a bunch of fighters. 
Jacoli then started to "sell" himself to his wild-eyed kin. lie set apart live 
stock for a gift. But he didn't hand it to l',sau all at once. No, no. He 
divided it into six or nine groups and "put a space betwixt drove and 
drove." lie was after a series of fa\(irable impressions. He even went so 
far as to halve his own family and possessions — put a space between the 
hahes — and join himself to the rear caravan. Saving his heaviest shot for 
the last, if all this isn't safe and sane advertising psycliology, then what 
is it? 

You have to keep after people time after time, sometimes it's the last 
letter that gets the big order. The same follow-up idea applies to using 
papers. If you haxn't \ery much capital, pick out c>ne good paper and stay 
in it every month. Don't drop out unless it denKinstrates that it is not pull- 
ing business for you. If it is, stay in and gradually add to your list. It's 
the tap, tap, tap of the advertising hammer that counts. 



ON A TOWN LOT 55 

Advertising Pays 

1 found advertising paid well, although I did not get big returns the 
first year. The second year I advertised more and was pleased to note 
that the returns increased in proportion to the extent I advertised. Each 
year I spent more money for advertising, and have always found the re- 
turns justified it. I want to impress upon you the importance of advertis- 
ing. "It pays to advertise." This is a hackneyed expression, but never- 
theless it is true. It pays to advertise generously. Don't be afraid to 
spend a few dollars advertising in the poultry journals. The money will 
come back and a great deal more with it. Do you know a successful poul- 
try man or a successful business man who has not been a generous adver- 
tiser? I was not advertising long before I was shipping stock to Europe, 
.\frica. and the remotest parts of the earth. My advice is, first, get good 
stock; second, advertise it; third, give your customers a square deal, and 
you will succeed. Don't become discouraged in case you run across a cus- 
tomer occasionally that you cannot please, no matter how hard you try. 
You will have such experience, no matter what your business is. I dis- 
covered that long before I went into the chicken business. 

An Unpleasant Experience 

There were some things in my advertising experience that were not 
always pleasant. For instance, I started my advertising by using classified 
space in a couple poultry journals. I want to say that I was very much dis- 
gusted and disgruntled with the first results, because I was getting more 
letters from people who wanted to sell me more advertising or something 
else, than inquiries from prospective buyers. . But I kept at it and it wasn't 
long before inquiries for stock and eggs were numerous. Then I got up 
my first circular, which was a little 6x9 pamphlet, illustrating it with some 
cuts of my birds, hatching eggs aad stock. I started with two pens — No. 1 
at five dollars per setting and No. 2 at two dollars per setting of fifteen 
eggs. I mailed my circular in answer to every inquiry, and did not fail to 
write a short letter in answer to each inquiry, which read as follows ; 
"Here's the circular illustrating and describing the birds regarding which 
you made inquiry a few days ago. They're great layers, and I very much 
hope that you will carefully study this circular and then permit me to 
demonstrate their worth." To send a short personal letter with these cir- 
culars in a sealed envelope with a two cent stamp, will be found to pay. 



ox A TOIVN LOT b7 

The First Orders 

I soon received my tirst order for hatching eggs. The next tiling I 
was up against was to tcnow tlie hest way to paclc them. After investigat- 
ing the matter I was informed that the basket was considered good. I se- 
cured a supply of Ijaskets and after wrapping the eggs carefully in paper I 
packed them in a basket with excelsior and sewed a cloth over the top. I 
gave you my hiter experience in packing and shipping of eggs on a preced- 
ing page. 

Increasing My Advertising 

After the tirst year's advertising, the poultry business looked very good 
to me — it seemed to have possibilities for the future, so I decided to do 
still more advertising the following year. By this time I had stock to sell 
in the fall and hatching eggs in the spring, besides lots of eggs for the 
market after supplying an al)undance for our domestic use. W'itli the 
increased advertising came the increased amount of business. I com- 
menced my advertising in September. Inciuiries commenced to come 
shortly after, and it was not long before I was getting orders for stock 
and as the season advanced tlie orders became more numerous. It 
wasn't long liefore I had sold all the surplus stock. I continued my ad- 
vertising through the Winter and Spring for the liatching season. After 
my stock was sold I commenced returning money, and have l)een doing 
this very thing every year since, because the demand was greater than 
the supply. I predict that tliis will be the case for years to come — in fact, 
it looks to me as though the demand will grow every year as the pcoide 
become familiar with the \ irtues of these great egg macnmcs. Soon after 
my stock was gone incpiiries for liatching eggs began to arrive. They 
increased as the season advanced. Before the season was half over I had 
all the orders for hatching eggs I could till. I had reserved enough 
of my best liirds to mate up four pens, and could have sold all the eggs 
from three times as many pens, had I had them. 1 hatched more chicks 
the following Spring, as 1 wanted to get ready for a greater demand 
the following year. 

This cliapter is more or less of an "experience meeting" taken from 
Ijunips 1 have received while traveling on the road and in the poultry 
business since then. The science of salesmanship is of just as much 
interest to a successful poultry man as it is to a successful salesman in 
any line. 



58 



$4223.00 PRO I' IT IN ONE YEAR 




One day'.', shipiiu-iit of 



Getting Business by Letter 

lluTe arc two ways to make sales: First, by persDiial interview, and 
second hy letter. I told you a sliort time a,t;o that by far the best way 
to sell poultry is ])y letter or "'ilircct l>y mail." Ihe man on the ground 
finds it somewhat easier to make sales than the man who has to sell by 
letter, because he can talk with and size up his pn.ispeclive customers, while 
the absent salesman has to read jjctwcen the lines the kind of buyer 
he is dealing with. The average experienced drunnner knows how to 
approacli a buyer almost the moment he sees him. With llic mail system 
this must lie ac(|uircd by reading between the lines of the letter. It Ije- 
hooves him to conduct his correspondence to get the best results. It is 
liere where many a beginner fails. 

In i)receding pages I have told of the importance of advertising. .\d- 
vertising is the forerunner of success. The journals have done their part. 
They have brought iiKpiiries to you. ddiey have brought prospective cus- 
tomers to your desk, and now it is up to you to make the sale, d he paper 
has done its part wlien it gets y. a the iiKpiiry. Now, go after and land the 
business. 



ON A TOWN LOT 59 

When you receive an answer to your advertisement you have a 
reasonable assurance that the writer is interested, whether he sends his 
inquiry on a post card or a piece of rough paper, or fine stationery, or 
whether it is written with pencil, pen or typewriter. Answer all inquiries 
carefully and promptly. 

What About Stationery? 

Use a neat grade of stationery with an attractive but not amateurish 
letter head, and then a complete descriptive circular or catalog, just 
whichever your business will justify. You wouldn't go out to solicit orders 
wearing a pair of torn trousers, ragged shirt and barefooted, nor should 
you send out cheap stationery with poor printing, expecting to get good 
orders. Keep in mind that the advertising you mail out is your personal 
representative and your honesty and the merit of your merchandise you 
offer will be judged quite largely by the advertising material. Don't handi- 
cap your proposition with cheap printed matter — I say this from my own 
bitter experience and not because I am boosting the game of any printer. 

Yes, it's very important to have good quality paper in your stationery 
and catalog, but it is very much more important to have a good grade of 
stock and a breed with merit. You have got to have tlie birds to back 
up your sales talk or you won't get repeat business and we couldn't stay 
in business very long if it wasn't for our repeat customers who come 
back and buy from us year after year. When you have quality, you can 
talk quality and your good stationery will be in harmony with the high 
standard of your stock. 

By building your reputation on high-grade quality you will build your 
business on a solid foundation and you will have a trade that will stay 
with you. It will not be a difficult matter to take your customers up 
the four steps of the ladder of salesmanship when you have something to 
sell that is in demand. If you will bear in mind the points I have men- 
tioned you will find that you will not require twenty years' experience 
on the road to sell chickens and hatching eggs, and sell all you can raise. 

Service Principle in Advertising 

There is a service as well as a commercial principle involved in 
advertising. Think of the fact that you are rendering a service to a 
man -when you sell him your eggs or stock. Talk of the advantages he 
will gain and be convinced in your own mind that he actually will se- 
cure these advantages of pleasure and profit. Pleasure and profit are 
the two things most interesting to the average buyer. 



60 $4223.00 I'h'orrr i.\ o.\'e ye.ir 

Contents of Advertisements 

In writing your aclvcrtisemeiits, talk iimrc dt riiK' lireeding, pure strain, 
good carriage, beauty. Ilavor, size and sd on — ^ive specific instances of 
egg-laying records and prizes won, try anil find little incidents and stories 
from your daily contact with tlic liirds, tliai you can put into advertise- 
ments in chatty style. It is the human, counnon, ordinary every day 
inst.inces of lifr that are most inleresling to olhu'r people. 

Try and carry on your ad\ertising in puldications whose readers are 
appreciative of line poultry and who have the means as well as the in- 
clination to huy it. Change your copy fn-ipu'utlN' so tliai _\ou will always 
!ia\'e ;i ditlerent idea running t(j make |)eoplc "look." \d\crtising is like 
eggs, it must be fresh. 

Appeal to the Beginner 

Kee]) the beginner constantI\' in mind and word your ;id\ertising for 
bis eom])rehension. If be understands, the rest of the folks will. Re- 
member that the beginners are eager for the best stock, and are larger 
buyers th.in the older breeders. They are cert.iinly worth catering to. 
Although I have been in the poultry business for ;i good many years, 
aljout 50'^/f' of my business each year comes from new beginners. This 
is due i)artly to the fact that each ye.ar my business increases acc(U'dingly. 
But J am continually warding m_\- ad\erlising to appeal t(.) the beginner. 
When I recei\i' ;in inquiry from m_\' iourn.il advertising, I send (UU my 
catalog, together with a friendl\' lelter and I fidlow this up three times 
to keei) my [iroposition before the [irospt-ct '.tnil remind him tliat I am 
ready to serw him pronii)tl\'. 

Price is secondary to the tpialitx of your stock and price should be 
the last thing about which you talk, ^'ou should b,i\e the reader iborougb- 
ly sold on your proposition before you s.iy a word to him about how 
much the birds are going to cost him. 1 hen he will lia\ e the altitude 
where be feels that any reasonable sum isuh too much. 

As a conclusion for these two cbaplt-rs on ;i(Kcrtising and salesman- 
ship, I want to leave those 4 L's. b'irst, in your .advertising yon sliould 
put in Something in the way of an illustration or heading that will cause 
a great man>' readers to LO()K. Then, \our .•i])]ieal must be of such ;i 
nature that it will either make the re.aib'r actually snnle or feel gootl all 



OiV A TOWN LOT 61 

over. It will make him LIKE your message in other words. Then it 
should have enough of a "kick"' in it and tell him just enough about 
your proposition so that he will be anxious to LEARN more about the 
stock you have to offer. This will result in his inquiry and then your 
printed matter should be of such a nature and your letters should be so 
frank and friendly, that you will LAND him with the least possible 
delay. 



s^'^^;^, .-^^^^ 






62 



$4223,1 



PROFIT IN ONE YEAR 




CHAPTER X 

WHAT TO DO EACH MONTH OF THE YEAR 

HERE is sumething to do in the chicken business every 
month in the year. I have told you of my experi- 
ence during the first five years, up to the time when I 
moved from the home in Berea with its "Town Lot" 
poultry plant — out to the spacious acres of our pres- 
ent poultry farm directly adjoining Berea. Now I 
am going to talk over in detail how I conducted the 
poultry business throughout the twelve months of the 
year. Very little will be said regarding some of these 
months, because they run along very much like the others, but 
when any changes in the program are to be made, or when any special 
detail is to be taken care of in a certain month, I have jotted it down for 
your information. 

My year begins with August — this is simply because I started my 
venture during that month. This time of the year is generally quiet on 
the farm. At present I take advantage of the dull season to prepare my 
advertisements. During this month I place my contracts for the year's 
advertising. The chicks are well advanced liy this time so I can see what 
I have to sell, and what the prospects are for the coming year. As grains 
are cheaper at this time of the year, I Iniy up all the wheat and grain 
required for the season. By doing this I find it very economical, and 
generally save quite an item by buying in August rather than in December. 
By buying direct from the farmer I also save the feed man's profit, which 
is also quite an item. I have found it a good time to place my order for 
shipping boxes, baskets and other supplies. If I waited until late in the 
season to buy these things, I might be delayed and might not be able to get 
them when I really needed them. 

August 

I find little to do with the stock during August, except to keep them 
free from lice. It is very important that this is watched closely, and 
especially the old male birds. 

September 

September finds the pullets ready for the laying house. They should 
be placed in their laying houses early enough to get accustomed to their 
new quarters by the time they are ready to lay. The cockerels have 



ON A TOWN LOT 63 

developed sufficiently to admit of judging their quality intelligently so the 
poor grades can be sold. It is always good policy to keep the best for sale 
and butcher the rest. By doing this early I have more room for my grow- 
ing stock. The colony houses that housed fifty birds comfortably when 
younger, have now become crowded since the birds have developed. By 
disposing of tlie culls at the market, the good birds have a better show. 

The houses are thorpuglily cleaned, and buildings tliat are not sprayed 
every month should be whitewashed at this time. 1 he dust boxes are 
looked after and plenty of dust is put in them. The nests are cleaned out 
well and fresh straw put in them. This is done every montli or so, and 
should be watched closely in the fall of the year. 

October 

October brings the fall rains. The litter is now brought in and a 
liberal supply of straw placed on the floors. The fowls are glad to seek 
shelter from the cold rains, and by having a good supply of litter on the 
floor at this season of the year, it is an easy matter to keep them active and 
busy by feeding them grain in it. 

In some sections the weatlier commences to become ciiilly early, and 
October has placed her leaves on Summer's grave. This will remind us 
that the good old summer has passed and the cold blasts of winter are 
near. It is time tliat we are making preparations for winter. All the 
buildings should be put in good repair for the rough weather to come. 

November 

In most sections November brings the cold rains and rough weather, 
and in fact in some sections the winter is well on the way. Many breeders 
are careless about their stock at this season, and apparently do not take 
better care of their liirds than the farmer who allows them to seek 
shelter on the soutli side of a !)arbe(l wire fence. 'The cockerels should 
be placed in their winter quarters before the weather gets too rough, hut 
of course they can be allowed to run during the fine days. The changes 
are sudden at this season of the year, so it is a good plan to add a little 
tonic to their drinking water. 1 here are several good kinds on the market. 

Winter 

The snow generally arrives before December is very old, and it is 
time that the birds are now confined to their winter quarters permanently. 
Fall sales have materially reduced the surplus stock, so the winter quar- 
ters are not so badly crowded as was anticipated. The early shows are now 



64 



$4223.00 rRUl/J- JX UM: lli.lR 




Till- iibd-ci- llhistnilt-s shipt^iiiL; bo.vcs. Tltcsc arc ii:^iil an,i liavt- .<tifPcu-nt strciigt!i ro 
stand it')isiJrr(}hlc r.nii^li liiiihjlni:^. They arc ilcscrilu\l on another f^igi\ 



at hand, and it is time the exhil^ition stock is conditioned for the show 
room. 

There is a ,iireal contrast in the work it takes tn condition (hfferent 
iireeds. White fowls iiave lo he washed, whicii is a lot of work in con- 
trast with tlie eas\- manner in wliich a colored hird is prepared for ex- 
hibition. To condition them, all that is neces'<ary is to wash otT the feet 
and shanks in water, sponge otif the coml), f;ice and wattles with alcohol. 
and then apply a mixtnre composed of two parts of alcohol, one part of 



O.V A TOWN LOT 65 

glycerine, and three drops of sassafras and five drops of sweet oil to each 
teaspoonfnl of mixture.. This preparation may also be applied to the 
slianks after liathing. 

I will prol)al)ly continue to exhibit my l)irds during January. 1 he 
sales iiave kept up and the -surplus slock is nearly sold off. However, 
orders are still coming in. but the stock is reduced to about what will be 
wanted for the tireeding pens. 

Spring 

In pre\ious chapters 1 have pretty well outlined the sjjring's work, 
getting the incubator started and "training up the baby chicks in the way 
they should go." With the approach of summer it is very important to 
see that, even though your venture is carried forward on a small lot, the 
birds have plenty of fresh air and ventilation. Don't be afraid ahout ex- 
posing them to summer drafts. I!y all means protect them from the dam[) 
days of spring and summer and every chill. But don't be overzealous and 
shut out fresh air and abundant sunlight, (iive them all the free range 
your conditions will permit. 









66 



$4223.00 PROl-lT IN ONE YEAR 



^^^ 


1 




M. 


m 



CHAPTER XI 

OPPORTUNITY IN POULTRY 

The Chicken Industry 

HE hen has surely made wonderful strides during the 
past few years. The \alue of the products of the 
hen is greater than the value of the entire wheat 
croj). In 1500 the chicken industry started upward 
with leaps and bounds, keeping up such a fast pace 
that today it is only surpassed in value by the corn, 
hay, and cotton. The Government reports place the 
products of the hen at o\er one billion dollars aiuni- 
ally. The day is not far distant when tiie poultry 

industry will be a two billion dollar industry and will lead the live stock 

and grain growing industries of the cumtry. 

The ordinary prophet cannot tell with any degree of certainty what 
she will do in the future. There has never been a time when the demand 
for fresh eggs and dressed poultry was so great. When the price of 
fresh eggs goes up to sixty or si.xty-five cents a dozeri, we wonder who 
will buy them. But still they sell, and the demand is greater than the 
supply. There seems to be a market in all the large cities for more fresh 
eggs than can be obtained during the Winter months, when the prices are 
the highest. There does not seem to be any limit to the demand. Prices 
have increased about 50 per cent during the past ten years. People are 
beginning to believe that it is better to eat more eggs, even at a high 
price, than so much meat. There has never been such a demand for pure 
bred stock and hatching eggs from standard bred poultry as at the present 
time. The prices that good birds bring are simply wonderful. It is not 
an uncommon thing for a good specimen to sell for one hundred dollars. 
There was a time when a setting of eggs at one dollar was considered 
high. Now it is an easy matter to find many breeders charging a dollar 
for a single egg, or fifteen dollars per setting. They not only ask this 
price but get it, and the purchasers are satisfied that they are getting 
value for their money. There are a number of breeders who are getting 
from two to five dollars each for their best eggs. They are giving many 
years of expert breeding in these eggs, and as a rule the buyer feels that 
he is getting all he pays for. 

Good Time to Get Interested in Poultry 

It is good time for every person interested in poultry to get busy. If 
you have a place where you can keep a few fowls, make ready for them 
and invest in a trio or pen of a good breed. From such a start quite a 
nice lot of well-bred birds can be obtained by another year. Considering 
the demand for Standard bred birds, it would be well to get something 



ON A TOWN LOT 67 

good in (|ualit\'. It is not necessary to pa\' such a hi.L; price, if the\- are 
bougiit from a reputable t)reeder and he knows wliat is wanted anci liow 
much is to he invested. If he cannot fill the bill he will say so. 

From this start a good-sized flock will be raised and be ready for 
business in another year; then hatching eggs and probably a few baby 
chicks, if you have incubators in which to hatch them, can he supplied to 
buyers. There are always people in every community who want a few 
settings of eggs or some baby chicks of some good breed, and with a good 
breed some business can be done without much advertising. {)f course, 
it will be found that it pays to advertise; and the longer you are in busi- 
ness, the more this will be appreciated. With this start you ar^ now in a 
position to advance, since the tirst efforts have been successful, and it is 
reasonable to suppose that a much larger business could be handled suc- 
cessfully. 

Fresh eggs and broilers can be supplied the market, or a business can 
be made of supplying the demand for baby chicks in the vicinity; or one 
could branch out, advertise more, send day-old chicks and hatching eggs 
throughout the country, and develop a Imsiness on pure bred stock by sell- 
ing them in trios, pens, etc. After one breed has been handled a while, 
proficiency in judging the merits of the breed will come. Ilecau.^e 
of this, you are in a position to select the best of your stock to Idl order:,. 
to make up breeding pens, or fit the birds for the show room. Here a 
reputation may be gained that will put you among the foremost l)reeders 
of your variety. This cannot be done in a day, but persistent efi'orts 
are sure to bring their rewards. There is a mighty advertising influence 
gained by the winning of the blue ribbons. Some l)reeders have lieen so 
fortunate in the show room in winning so many prizes that very little 
advertising was necessary to sell all their stock. 

Possibilities of the Hen 

The hen has possibilities, for you never know where she will lead you. 
One thing is certain, and that is hard work, carefulness, and caution are 
bound to succeed. I know of one man in particular who started on a 
small scale, but who has succeeded year by year until at present he has a 
fine plant and is doing a nice business. In fact, I am acquainted with 
several men who have started in a small way, and who by their careful 
and industrious habits have built large chicken farms from a very small 
start. Put the hen against time and labor and she will never fail. Stick 
to the hen, and work and care will be crowned with success. 

For twenty long years I traveled for a large wholesale manufacturing 
company and am now delighted to say that I am enjoying a much larger 
income and taking life easier. Although I am just as busy as ever I am 
enjoying all the freedom the world affords. In place of being hound by 
the obligations an employee owes to his employer who pays for his time 
and efforts, I feel free to go and come as my pleasure dictates. I do not 
wish to infer that the average employee is a slave bound by harsh ties. 
Not so. My employers were very courteous and generous, and w'cre men 
of splendid character. 



68 $4223.00 PRO!' IT IN OXH YEAR 

1 will venture to say that your employer is eijually good to you if 
you are trying to be fair with him. I have nothing to say against the 
employee who is doing his duty in an honorahle vocation. I say, "Stand 
by your employer and give iiim your best efforts, and remember, you will 
never receive a good salary until ynu earn it." In case your salary is not 
large enough to supply the comforts ynu desire for your family, don't be- 
come discouraged. "Hope springs eternal in the human breast." I am 
sure that my experience may l)e an object lesson to you. 1 would not 
advise you to resign your position and expect tn get rich by keeping a 
few hens. I would suggest tiiat you start in a small way. Buy the best 
stock or eggs you can affonl. Don't try to succeed l>y buying a tive-dollar 
trio and putting them intu an expensive pen. Better buy good stock — if 
you have to keep them in a piano liox for the first year. 

Poultry Business Offers Grand Opportunity 

After you get started it is an easy matter to improve \'our buildings 
and add to them as your business grows. I believe there is no business 
under the sun that offers sucli grand opportunities as the poultry busi- 
ness. Many a man packs iiis lielongings and travels far away looking 
for opportunity wlien there are golden opportunities rapping at his door. 
I know of no business that pays as large dividends on the capital invested 
as tlie chicken business. It affords the busy cit\' man much recreation 
after his hard day's work is over in the shop or office. It gives profit- 
able employment to the man whose health is impaired and who is not fit 
for strenuous life that he was accustomed to in his younger days. Many 
a good housewife has found the chicken business a great help in assisting 
her invalid husliand in making a living. Many ;i mortgage has been paid 
off a home by the husliand raising chickens liefore and after working 
hours and at the same time enjoying pleasant recreation. 

Pepful Poultry for Pale People 

It has been astonishing to me to note the luunber ot men and women 
who have been burning the candle of health at both ends. The demands of 
the modern world are so insistent — the speed at which we must travel to 
keep up with the procession so rapid — that many are the tired bodies 'and 
the worn-out minds consigned to the rack daily. Scores of my friends 
and acquaintances are bordering on the brink of physical and nervous 
breakdown. 

I believe that there is in this country, a definite turning of thousands 
of men and women who have been negligent of the Great Outdoors to- 
ward the humble, but productive hen. This interest in poultry has proven 
of inestimable benefit in tlie matter of restoring the glow of health to 
their bodies and the relief of an absorbing hobby to their minds. The 
care of a few chickens— of sufficient pep, energy and vitality to challenge 
one's attention— is, I believe, a very practical solution to the problem of 
flagging health and spirits. 



ON A TOlfN LOT 



69 




CHAPTER XII 

Cutting the Cost of Living with Chickens 

HAVE had, durint; the years of my experience as a 
practical pouhr>' dealer, thousands of letters that 
testify to the ability of the hen to put a big dent in, 
the cost of maintaining a home and family. People 
have written me that with the assistance of a few 
laying hens they have been able to afford little luxu- 
ries of life otherwise impossible. The following let- 
ters are chosen as representative of the tributes that 
thousands of families have paid to the American hen. 

"The birds I bought of you certainly have the system of helping to 
beat the High Cost of Living. They can do more, on less feed than any 
other bird I know." — and this — 

"Here is the statement of the money I have made from the sale of 
stock in a single year from the pen purchased from you. 

8 pullets $ 20.00 

49 pullets and 1 rooster 150.00 

1 rooster 8.00 

Young roosters to market 72.00 



Total $250.00 

I still have 69 pullets, all very fine layers. In addition I have $100 
cash profit on hand from the sale of eggs." 

Such letters are eloquent examples of the body-blows that tlie hen 
is dealing the excessive cost of foodstuflfs. 

Every Backyard a Poultry Park 

It would be interesting to know the actual number of backyard poul- 
try enthusiasts who have sought refuge from the storm of rising prices 
within the protection of an ordinary hen-house. A.nd they are finding it 
too! No census of these back-lotters has ever been attempted, but it is 
certain that the number has increased by leaps and bounds ever since the 
cost of living took to performing astonishing aerial feats. Getting away 
from the congested centers of population to the districts where there is 
actually room to turn around, one will find almost as many backyard 
flocks as there are backyards. 

Why have all these people taken to the raising of poultry? 

The answer is apparent. They have found in chickens an effective 



70 $4223.00 PROFIT IN ONE YEAR 

weapon atiainst mounting custs. As a matter of fact, wlien one takes 
into consideration the stnall space and tlie limited ca.pital required to 
create a poultry park and equi]) it with a groui) of laying hens, ^'Uch a 
condition is readily understandahle. it is no wonder that thousands have 
accepted the challenge of the cackle and liave turned it into the softer 
nuisic of pleasure and prohts. 

A small [n)ullry yard means the production nf an article of desirable 
food at a cost consideralily helnw that of the market — and as a rule of 
infmiteh- superior cpiality. I'-ggs can take the ]}lace nt expensive meats, 
'i'hev are iust as nourishing and much mure healthful. I have never 
been >urprised that more and m.ire jieiple are turinng tnward the laying 
hen, as a iiartial sulutinn at least, uf their i.irticuiar inonie and ex[)ense 

problem. 

Profit in Table Scraps 

Many iidultry raisers, in their efYorts to i)rodnce eggs economically, go 
too far. They seem to expect their f( wis tn thrive and to lay on scraps 
from the table alone. I am reminded of the >tor_\' of tlie old Scotclunan 
who complained that just as his cow was getting used tn its diet of saw- 
dust — "it up and died'"! Seriousl\- though, it is remarkaljle how far table 
scraps v\ill l^o, if the grain ration ^ arc not curtailed too radicalK . I'otato 
parings, trinnnings from \egetables, crumbs, bits of meat — almost anything 
from the table that is clean and unspoiled — will be relished liy the hens. 

One of the chief deliglits of the b.ackyard park is /r.-.y/; eggs. Think 
of the joy of having on your table every day — ni 'c fresh eggs gathered 
from your own poultry plant. Think of lia\ing eggs that you can depend 
upon as strictly fresh — laid one day and eaten the next! And then, just 
for a moment, try to conjecture the age of the eggs you ate recently in a 
restaurant, or purchased at the corner store. No wonder that people who 
have once tasted the fresh products of their own poultry park never will- 
ingly return to the eating of eggs of imcertain age! 

Another of the [ileastires — and the profits — of even a small adventure 
m poultry is the occasional chicken dinner. I'ed on clean, wholesome 
food, these sweet-meated broilers and fryers are so superior to the pale, 
anemic-looking specimens hanging in the markets that they should not be 
sold inider the same name. And a chicken dinner affords a welcome and 
economical relief from expensive masts and steaks. 

The Economical Cold Pack Method 

Many poultry raisers have taken tip enthusiastically with the idea of 
camiing the fowls for consumption at some future date — thus saving the 
cost of feeding the birds until the occasion demands a "real meal." This 



, . ON A. TOirX . LOT 71 

method of culd pack canning, as recommeindt'cl by go\'ernnient experts, I 
here give for what it is worth: 

Cut up the birds and take off the skin. Remove as many of the 
large bones as possible, especially breast and leg bones, as they take u]) 
too much room in the jars. Pack the meat tightly in quart cans. Fill 
jar with cold water and add one teaspoonful of salt. Put the jars in the 
washboiler, fdl with cold water to the neck of the cans, and sterilize for 
three hours after beginning to boil. The tops of the jars should 'l)e put on 
loosely when placed in the l)oiler and tightened when removed. 

Giblets and bones are boiled for soup stock, in just enough water to 
cover. Remove all the l)ones. allowing only the meat to remain in the 
soup. To each cjuart jar of stock, add a teaspoonful of salt, one-quartei 
cup of rice and a couple of stalks of celery cut line. Sterilize in tin 
same way as chicken. 

There are Chickens — and Chickens 

In addition to the profit in\olved, there is a genuine pleasure anc^ 
satisfaction in keeping good poultry. Note that I say good poultry. 1 
doubt very seriously whether anyone can experience a tremendous amount 
of gratification in a fiock of nondescript scrubs. Nothing in such a flock 
can call for admiration. It is impossilde to work up much enthusiasm 
over a collection of birds that are as variegated in color, shape and size 
as the aggregation of animals that inhabit a circus menagerie — nor can 
anything like pleasing results in the way of profits lie gained from them. 

On the other hand, there is a definite pleasure in working with a little 
flock — or a big one — in which every single bird is of a distinct type, with 
color, shape, size and markings true to the standards of a recognized lireed. 
That is why I have always appealed to beginners to accept only a first- 
class strain of an established breed. In the long run — and it won't take 
very long either — standard stock will prove the more profitable. A floek 
of handsome, alert hens will command more attention and receive better 
care than an assortment of mismatched fowls that iu-\er make an appeal 
to the pride of the owner. 

Even at tlie risk of seeining too insistent, I cannot emphasize the im- 
portance of the careful selection of good stock enough. It is here that 
most beginners fail, 'i'hey seem to think that almost anything that can 
cackle will produce eggs in abundance. Let ine say right here that the 
only money in chickens, and the only real economy in the selection of a 
breed, is in first-class stock. 

Read this extract from a letter — typical, in the experience it de- 
scribes, of hundreds of other licginners. It is evident that the writer of 



72 $4223.00 PROFIT IN OWE YEAR 

the letter had a sense of the riclicultuis l)ut tlie seriousness that underlies 
it all is apparent. 

"Yes, I made the usual mistake. I had a notion tliat all this stuff 
handed out by professional poultry raisers about selecting oidy the very 
best of stock was more or less Innik. So I thought that I would show 
them up witli results 1 intended to get from m\ just ordinary, i-\eryda\' 
chickens. 

I was nothing if not persistent. 1 tried to tease and then to force 
prohts out of them. I fed them on feeds guaranteed to make them lay 
or kill them. I used to do everything for tlieir physical comfort and con- 
venience except actually tuck them in bed. Somewhere I had read — 'If 
you would have eggs, keep your Hock happy' — and so I made it a rule 
never to go near the hen-house unless I were whistling some cheerful, 
contagious tune. 

Yes, I got eggs, but not enough. They were few and far between. 
I found myself boarding a perfectly healthy gang of slackers. Whenever 
one of them turned out an egg, the whole flock felt entitled to a vacation 
for a week. And they took it! I worried about those hens until I began 
to cackle when I woke up in the morning, before I gave them up as a bad 
job. 

Finally I decided that I couldn't do much worse, so I got rid of my 
star boarders and took the advice of you professional poultry men. Per- 
haps your advertising had given me the impression of reliability. At any 
rate, I bought a setting of "Famous" eggs, and Mr. Sheppard, you fellows 
were right ! I want to say that — " 

I won't finish the letter because this book is not advertising any par- 
ticular strain of poultry. I will simply add that if you are after eggs — 
and most poultry men are — be sure to buy a strain with a record as con- 
sistent layers the year around. 

Chickens as Children's Pets 

Mrs. Sheppard and myself have hundreds of friends in American 
cities and towns who keep poultry, not for their own particular profit, 
but for the pleasure they and their children derive from the feathered 
beauties as pets. Fvery normal boy and girl delights in the care of pets, 
and the average child will readily take to chickens. They like to feed them, 
to watch them, to gather the eggs. 

I venture the opinion that where the percentage of home pets in a 
community is high, the proportion of bad boys is low. Give a boy some 



ON A TOWN LOT 73 

pleasant, constructive occupation, such as the keeping of poultry — encourage 
him with good stock — and the chances are that he will grow up along 
normal, desirable lines. He will have neither the time nor the inclination 
to loiter around cigar stores. 

The Time is "Now"! 

Occasionally people come to me and say, "Mr. Sheppard, when is 
the best time to begin keeping poultry?" and I usually tell them that any 
time but "too late" is a good time to start in. Whenever one is smitten 
with the fever, and the cluck of your neighbor's broody hen or the vigor- 
ous crow of a husky rooster sounds like the sweetest music ever made — 
then is the time! 

For a feeling of genuine enthusiasm is the "without which nothing" 
of poultry success. A downright liking for chickens will go a long ways 
toward making the possible difficulties and disappointments seem insig- 
nificant. Couple with this enthusiasm a liberal sprinkling of just ordinary 
common sense and you have the simplest and the most effective recipe for 
profitable and pleasureable poultry success of which I know. 

As I have said before, don't expect the latest word in fashionable 
coops and equipment to lay eggs. You will learn that fine hen-houses will 

not feed the birds, neither should you be too penurious in the housing of 
your flock. A good fowl deserves the protection of a substantial, well- 
ventilated house, warm and free from drafts in the winter, anything less 
than that will prove expensive. My advice would be this : Buy the best 
stock you can afford, and then, in the matter of adequate protection, let 
your conscience be your guide ! 

One thing more. I hope sincerely that you have not only enjoyed the 
recital of my experiences but that you may profit thereby. You will find, 
as I have, that there are infinite possibilities for pleasure in the keeping 
Oi good, standard laying stock— and rather startling returns in profits. 

And never was there a better time to begin than right now\ 



74 



$4223.00 I'ROI'/r IN 0.\7i ]TiAR 



l^sitA o^, 




•'A LITTLE JOURNEY AMONG ANCONAS" 

TluTe has hi-eii a considerable and .urdwinjj,- demand for a complete 
l)ook on Ancona.^. A liDok that .i^oes hack to the < )ri.i;in (so far as can 
be determined) of these birds, traces their histor>', characteristics, 
habits and lays bare the expert observations of peopli' wlio have 
studied pnultry for }'ears and made profit from them. 

Such a book has been written — snme of ni\' friends who ha\'e looked 
o\er the manuscript tell me "as intere-tin.uly as a good no\el" — it has 
been pid)lished with many illustratii ms (both iihotoKrajdiic and with 
accurate sketches) and is now read\' for distribution. 

It is ciMHidete and technical in it^ fact A'alue but written so as to be 
readily comprehended by the student. $1.00 postpaid. Special prices 
on class room (piantities. 

H. CECIL SHEPPARD 

Berea. Ohio 



